The Washington Post has developed a new advertising technology, called WashPost-Zeus, that provides a faster and more efficient ad performance on mobile. The innovative ad bundle was built by The Post’s RED team as part of the launch of The Post’s extremely fast mobile experience.
“With The Post’s latest mobile site enhancements, we were challenged to build an advertising infrastructure to complement our core experience,” said Jarrod Dicker, head of ad product technology for The Post. “We focused not just on improving speed, but producing a scalable product that could help solve for industry wide issues like viewability, ad fraud and ad blocking, and we’re excited to offer this technology to other publishers, as well.”
All monetization technologies currently utilized on mobile web remain included in the new ad bundle allowing for instant ad setup optimized for the fastest web pages. Additional features include:
· Smart scrolling protection—ad call and rendering based on swiping behavior
· Heavy ad protection—real-time log of creative size to optimize delivery based on weight
· Prioritized loading—ad delivery is prioritized based on viewability
· Predictive viewport loading—creatives load based on viewport to eliminate fraud and extraneous background script loads
· Intelligent caching
“Since launch, WashPost-Zeus has improved our advertising performance exponentially in both viewability and engagement and decreased latency by 75 percent compared to standard mobile web, and we expect even better results as we evolve this technology over the coming weeks,” said Dicker.
WashPost-Zeus will continue to roll out across The Post’s desktop and app experiences and will be available through The Post’s publishing platform Arc.
About The Washington Post’s Arc Publishing
Arc Publishing (www.arcpublishing.com) is a state-of-the-art digital platform and suite of tools that’s engineered to meet the needs of modern publishers. Built by engineers and designers at The Washington Post, Arc is made up of flexible, sophisticated tools that work seamlessly together and can function individually. Arc spans the range of technology needs for digital publishers, including video, mobile web and apps, syndication to distributed platforms, automatic content testing, data mining and innovative monetization tools. At its core, Arc is about speed: for readers, the newsroom, advertisers and developers.