The Washington Post’s Research, Experimentation and Development (RED) team is seeking to merge, in part, the dichotomized approach to programmatic and branded content with the introduction of a new product called Post Cards.
As Jarrod Dicker, WaPo’s head of ad product and technology, explains in a post, Post Cards is “an industry-first technology that breaks down an immersive piece of branded content into its multimedia components.” Those components include infographics, video, text and photo galleries, which can all be turned into standalone units that are then targeted to individuals using available data on their content preferences.
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