Paid Syndication

DEFINITION of 'Paid Syndication'

Web syndication is the promotion or inclusion of content on a third party website. Paid syndication is simply web syndication where the brand pays for its content to be published. A brand will pay for syndication in order to drive more traffic to its site, for exposure to a new audience or for brand promotion. Syndicated content appears on websites under the heading of “Related Posts” and “Promoted Content”. The two most popular websites that can arrange paid syndication are Outbrain and Taboola.

BREAKING DOWN 'Paid Syndication'

Both Outbrain and Taboola work with high-ranking and high-traffic websites including The New York Times (NYT), CNN (TWX), Yahoo (YHOO), and Time (TIME). They do not allow direct ads and charge between $0.25-$0.50 per click. A brand will set a daily spend budget and a cost per click price and content will be syndicated until the number of click-throughs has exhausted the budget.