The Washington Posts Opens Programmatic Solution to Other Publishers

Jun 04, 2019

The Washington Post is opening up its programmatic advertising platform to other publishers. In a May 29, 2019, blog post, the WaPo announced the Zeus Platform, which it calls a “patent-pending advertising delivery system built for publishers, by publishers.”

“A few years ago, we set out to create a technology that improves advertising performance and delivery in order to maximize UX without sacrificing revenue,” wrote The Post’s VP of Commercial Technology and Development Jarrod Dicker. The latest release, he says, “This release comes with new features, faster deployment, better performance and a Programmatic Services arm to help publishers maximize revenue the right way.”

Dicker says that The Post’s advertising latency has decreased by 80%, since Zeus was implemented, and the paper’s overall click-thru-rates have increased by 40%. He also says “...we have exceeded nearly twice the industry average for viewability. These metrics continue to improve in unison with every update and release.”

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