The Washington Post Beefs Up Contextual Targeting in the Post-Cookie Era

New in-house tool Signal taps first-party data for the publisher's network

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The Washington Post has developed a first-party data-based tool that ties detailed consumption data with its contextual ad targeting capabilities to ensure more accurate ad delivery.

The offering is called Washington Post Signal. It’s powered by the Post’s contextual targeting platform, Zeus Insights, which the company created in July 2019. The promise of Signal is more sophisticated ad targeting for buyers who aren’t reliant on third-party cookies. The added layer of first-party reader data is also meant to differentiate the capability from the basic parameters of contextual ad targeting. 

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