Archant, the publisher behind titles including Cheshire Life and Lancashire Life, has announced a new advertising partnership with Outbrain.

Outbrain’s widgets, which refer sponsored website content, will now sit at the bottom of every online Archant article and and will use behavioural targeting to suggest further content for the reader.

Outbrain content on the website of Archant title, the Eastern Daily Press

Outbrain content on the website of Archant title, the Eastern Daily Press

The appointment follows Archant’s “successful” first year of using content referral widgets and concludes a selection process undertaken by digital director Wayne Morgan, chief commercial officer Craig Nayman and chief content officer Matt Kelly.

“Now that we understand the benefit of working with content referral partners, it is a positive step for Archant to join forces with such a major player,” said Craig Nayman.

“Continuing to diversify the way in which we allow advertisers access to our highly premium audiences will continue.

“I have worked with Outbrain previously and am extremely pleased that I will be working with them again. The tools alone are worth partnering for, on top of which, we also generate strong incremental income – and that is purely as a result of our editorial excellence,” added Kelly.