Zeus Prime

Future believes its new monetization offering can succeed where other publishers have struggled with selling ad tech and consulting to third-parties.

While cookies are still in play, publishers are using first-party data products to draw business from advertisers eager to test cookie alternatives, even as ad spending retracts due to persistent fears of an upcoming recession. Here’s a snapshot of how Vox Media, The New York Times, The Washington Post and Trusted Media Brands evolved their first-party data strategy in 2022 and their plans for the coming year.

The most commonly cited rationale for publisher staffing cuts has been marketers’ hesitance to spend on advertising amid persistent economic uncertainty. But publishers’ latest pivot to video and increased competition among digital channels is also likely to blame.

The Washington Post became the latest publisher to develop a self-serve platform to compete with Facebook when it released Zeus Prime on Tuesday. Zeus Prime adds a self-serve buyer interface to Zeus, The Washington Post’s revenue platform. The software-as-a-service platform emphasizes fast ad load times and high viewability. Most recently, it added the cookie-less contextual […]