Hyperlocal news aggregator Outside.in has been testing targeted ads from IAC’s CityGrid ad network. CityGrid, parent of the Citysearch local guide network, has been exploring partnerships with other community marketers since the spring, when it began working with search marketer OrangeSoda. At the same time, Outside.in has been looking for its own collaborators as it looks to develop its ad strategy under recently hired Chief Revenue Officer Rob DelaCruz, who was formerly senior director for online services at Microsoft.
As competition for local ad dollars keeps heating up, even established players like both CityGrid and Outside.in are finding many reasons to partner. Since Outside.in is more of an aggregator than a content originator, such as AOL’s Patch, for example, there aren’t too many impediments to teaming up with others.
The New York-based hyperlocal company, which boasts a growing presence in 57,830 neighborhoods across the country, is coming off a high profile partnership with CNN for its local mid-term coverage. At the end of last year, CNN participated in Outside.in’s second funding round, suggesting that the 24-hour cable news channel sees value in Outside.in’s aggregation approach.
The company won’t say what other collaborations are on the horizon, but it is in talks with several large media companies who see the network as wide gateway to local online dollars and readers. More about the company’s partnership with CityGrid is available in a blog post here.