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The Washington Post debuts ad-buying network Zeus Prime

Zeus Prime empowers advertisers to select where and when their ads appear

The Washington Post has introduced Zeus Prime, a proprietary self-service ad-buying platform offering brands and agencies the chance to purchase and place adverts across partner publisher sites.

Zeus Prime is being billed as a turnkey ad sales solution for publishers, enabling brands to react on the fly to breaking news and launch campaigns within a trusted and brand-safe environment.

Reducing friction to a minimum in the ad-buying process, the easy-to-use software empowers advertisers to select where and when their ads appear, as well as allocate budgets, view impressions and upload creative to place brands in the driving seat of campaigns.

Joy Robins, chief revenue officer of The Washington Post, said: “If there’s anything we’ve learned over the last year, it’s that tone and message are as essential as placement in connecting with a desired audience. That insight is the foundation for Zeus Prime. Our focus is to build a results-driven solution for the digital ad landscape, and we’re thrilled to first work with select established partners, creating a high-quality environment centered around speed, ease and smart targeting.”

Shailesh Prakash, chief information officer at The Post, added: “At The Post, we believe in the value and impact innovative technology like Zeus can have on the industry. Zeus, which grew out of solving for our own challenges and needs, greatly amplifies the publisher point of view and proves that you don’t have to choose between ad revenue and a great user experience. Zeus Prime opens up a first-of-its-kind, self-service marketplace that will accelerate monetization gains for publishers while giving brands a seamless way to extend their reach and message.”

Launch partners include The Dallas Morning News and the Ad Council, which has utilized the platform to issue vaccine messaging in line with the latest news regarding the Covid-19 pandemic. Others, including Graham Media Group, are expected to join the fold over the coming months.

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