Outbrain Launches Sphere Publisher Network to Share Premium Content

The opposite of people-based marketing is content marketing, which markets to anyone interested in a particular topic even if you don’t know their identity. If privacy regulations and other changes make identification harder, you can expect content marketing to grow. That’s presumably the logic behind Sphere, Outbrain’s new, invitation-only network of publishers who will offer their content to each other’s audiences. It’s also positioned as a way for marketers to escape the walled gardens.