Washington Post Adds Ad Unit that Allows Advertisers to Quickly Reach Post’s Mobile Audience

The Washington Post introduced Own which, it said, was “a first-of-its-kind ad unit that allows brands to quickly syndicate their new or existing content to The Post’s expansive mobile audience. Developed by RED, The Post’s research, experimentation and development group, Own combines some of The Post’s most ground-breaking commercial technologies to serve readers a more personalized advertising experience based on their previous content consumption.

““Whether it is a deeply reported study or a quick-turn response to a crisis, Own enables brands to easily surface their message for Post readers most likely to read it,” said Jarrod Dicker, VP of innovation and commercial products at The Post. “Own is a fast, low-lift way to make a brand’s content accessible to a wider audience.”

“Own leverages three Post technologies: Zeus, which delivers ads at light speed, Heliograf, The Post’s automated storytelling system, and Clavis, its content recommendation engine. Own ingests content from a brand, uses Heliograf to write a welcome sentence for users based on their reader history and serves it via The Post’s proprietary ultra-fast Zeus technology. The Own unit is designed to feel native to the mobile reading experience. All content is contained within the unit so readers can engage without leaving the page.”