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As The Washington Post continues to transform from a newspaper founded in the 19th century into a tech company for the 21st, it’s bringing more partners along for the ride, primarily for its ad tech platform Zeus.
Snopes.com, a website devoted to debunking false claims on the Internet, is the latest site to sign on to Zeus, bringing it to more than 50 publishers so far.
“Our hope is that we can springboard our viewability and site performance, ultimately allowing us to approach higher quality programmatic buyers, direct advertisers and brands,” said Ryan Miller, vp of advertising at Snopes.com.
Zeus serves as an example of a large media company licensing its home-built tech to local news organizations as they seek to compete with the likes of Amazon and Google for both media budgets as well as the tech licensing fees of smaller publishers.