Singapore's youth-focused digital news platform, Mothership, has entered a two year partnership with Outbrain Inc, a recommendation platform for the open web. 

With this agreement, Outbrain’s AI-driven customisation technology Smartlogic, will be featured on Mothership to bolster audience outreach. Smartlogic will provide advertisers with an inventory to extend to these younger, hard-to-reach audiences in new and innovative ways.

Outbrain's Smartlogic technology also enables Mothership to further monetise its traffic by personalising the user experience and content recommendations for readers. The partnership was announced on May 23 in a statement by the company.

Don't miss: Google looks to generative AI ads as it amps capabilities

Mothership will be join other Singaporean publishers such as Singapore Press Holdings, Mediacorp, and AsiaOne as partners of Outbrain.

“Importantly, Mothership speaks to younger audiences, a hard-to-reach group for many marketers. Outbrain’s innovative technology and data-driven approach will provide new ways to communicate with this vibrant group,” said Ben Steel, general manager for Outbrain.

Daniel Ho, head of corporate development at Mothership further added, “We are excited to adopt Outbrain’s AI-driven customisation with editorial, ad, and layout prediction, to better serve our audiences and generate positive brand value.”

In an effort to utilise AI to improve audience outreach, Singapore's media network Mediacorp has signed a Memorandum of Understanding (MOU) with locally headquartered global technology research company Ecosystm in order to embark on various commercial and content collaborations.

Bringing together Ecosystm’s research and thought leadership in the technology sector and Mediacorp's creative capabilities and wide audience reach, the companies will aim to co-create new digital and on-ground touchpoints in the technology and innovation space for advertisers to drive stronger engagement with audiences. 

Similarly, Google is also looking to boost its generative AI ads to amp up its capabilities. At its Google Marketing live event yesterday, Google announced that it will begin implementing generative AI to enhance and adapt search ads based on the context of the query. This will build on Google’s existing search ad engine, which already has an established foundation with the execution of automatically created assets for search ads.

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