Washington Post’s Zeus leans into context

Washington Post’s Zeus Technology Suite will take another step forward next month, when Zeus Prime, a self-service ad platform, and Zeus Insights, which uses contextually relevant targeting, open up to ad buyers alongside its ad rendering service Zeus Performance. 

Why it matters

The Jeff Bezos-owned Post has been building out a number of tech platforms aimed at publishers. Its Arc Publishing tool began life in its own newsroom before being offered more widely as an SaaS (software as a service) platform. 

Now Digiday reports that Zeus Prime has achieved the sort of scale that the Post can take to brands and agencies and which is capable of challenging Facebook and Google, while contextually relevant targeting looks increasingly important in a post-cookie era. 

Details

• Zeus now embraces around 150 news publisher websites and is looking to expand into lifestyle publishers.

• It offers more than 4 billion impressions a month to advertisers and claims an average viewability of 77%.

Key quote

“We believe that the Zeus network is differentiated enough because of the marketplace [and] the targeting. Our intent is to try and lean as heavily [into], and prove as much as possible, that context and consumption is going to be performant” – Jarrod Dicker, vp/commercial technology and development at the Washington Post.

Sourced from Digiday, WARC 

_{[Image: Zeus Technology]}