Outbrain, the content discovery platform, is to power personalisation across a number of Express Newspapers’ online properties in the UK. This follows an initial trial on express.co.uk.

The New York, US-based company with R&D in Israel offers publishers a way to make their content more discoverable by readers and through personalising this content also increase engagement and click-throughs, which in turn increases revenue. Along with generating links to interesting content on a publisher’s own website it can also be used to link to external, revenue-generating, third-party content.

Outbrain recently launched in the UK where it is now powering more than 35 sites, while Express Newspapers is now planning to run Outbrain across Dailystar.co.uk New-magazine.co.uk, Star-magazine.co.uk and Ok.co.uk. In the US Outbrain works with the likes of Condé Nast, USA Today, iVillage, TMZ, Newsweek and Slate.

The company is backed by Carmel Ventures, Gemini Israel Funds, GlenRock Israel, Rhodium and Lightspeed Venture Partners.