Jeff Bezos’ Washington Post has launched its anticipated Zeus Prime ad-buying network, offering a “turnkey ad solution” connecting brands with selected US publishers.
Brands and agencies can purchase and place ads across national, regional and local sites in a real-time, self-service marketplace.
Chief revenue officer Joy Robins says the past year has stressed that “tone and message are as essential as placement” in connecting with a desired audience. “That insight is the foundation for Zeus Prime,” she says.
Initially the network will be available for “early access to supply and demand-side partners”, including the Dallas Morning News and the Ad Council. More participating partners, including Graham Media Group, are to be added “in the coming months”.
Advertisers can select sites to run an ad on, split the budget, see available impressions for each site, upload and preview creative on each site, modify the text or image in an ad, and pay for the campaign via credit card or invoice. The publisher says advertisers can also segment performance data by types such as device and site to better inform brand campaign strategy.
Post chief information officer Shailesh Prakash (pictured) says the Zeus technology “grew out of solving for our own challenges and needs”, and greatly amplifies the publisher point of view.
“It proves that you don’t have to choose between ad revenue and a great user experience,” he said, describing the Prime product as a “first-of-its-kind, self-service marketplace that will accelerate monetisation gains for publishers while giving brands a seamless way to extend their reach and message”.
Publishers in the Zeus Prime network have implemented the Post’s Zeus Performance programmatic tech stack and rendering engine – claimed to ensure optimal ad performance, viewability and delivery – and leverages the proprietary Zeus Insights taxonomy system.