Sign up for our daily briefing

Make your busy days simpler with Axios AM/PM. Catch up on what's new and why it matters in just 5 minutes.

Please enter a valid email.

Please enter a valid email.

Subscription failed
Thank you for subscribing!

Catch up on the day's biggest business stories

Subscribe to Axios Closer for insights into the day’s business news and trends and why they matter

Please enter a valid email.

Please enter a valid email.

Subscription failed
Thank you for subscribing!

Stay on top of the latest market trends

Subscribe to Axios Markets for the latest market trends and economic insights. Sign up for free.

Please enter a valid email.

Please enter a valid email.

Subscription failed
Thank you for subscribing!

Sports news worthy of your time

Binge on the stats and stories that drive the sports world with Axios Sports. Sign up for free.

Please enter a valid email.

Please enter a valid email.

Subscription failed
Thank you for subscribing!

Tech news worthy of your time

Get our smart take on technology from the Valley and D.C. with Axios Login. Sign up for free.

Please enter a valid email.

Please enter a valid email.

Subscription failed
Thank you for subscribing!

Get the inside stories

Get an insider's guide to the new White House with Axios Sneak Peek. Sign up for free.

Please enter a valid email.

Please enter a valid email.

Subscription failed
Thank you for subscribing!

Catch up on coronavirus stories and special reports, curated by Mike Allen everyday

Catch up on coronavirus stories and special reports, curated by Mike Allen everyday

Please enter a valid email.

Please enter a valid email.

Subscription failed
Thank you for subscribing!

Want a daily digest of the top Denver news?

Get a daily digest of the most important stories affecting your hometown with Axios Denver

Please enter a valid email.

Please enter a valid email.

Subscription failed
Thank you for subscribing!

Want a daily digest of the top Des Moines news?

Get a daily digest of the most important stories affecting your hometown with Axios Des Moines

Please enter a valid email.

Please enter a valid email.

Subscription failed
Thank you for subscribing!

Want a daily digest of the top Twin Cities news?

Get a daily digest of the most important stories affecting your hometown with Axios Twin Cities

Please enter a valid email.

Please enter a valid email.

Subscription failed
Thank you for subscribing!

Want a daily digest of the top Tampa Bay news?

Get a daily digest of the most important stories affecting your hometown with Axios Tampa Bay

Please enter a valid email.

Please enter a valid email.

Subscription failed
Thank you for subscribing!

Want a daily digest of the top Charlotte news?

Get a daily digest of the most important stories affecting your hometown with Axios Charlotte

Please enter a valid email.

Please enter a valid email.

Subscription failed
Thank you for subscribing!

Sign up for Axios NW Arkansas

Stay up-to-date on the most important and interesting stories affecting NW Arkansas, authored by local reporters

Please enter a valid email.

Please enter a valid email.

Subscription failed
Thank you for subscribing!

Please enter a valid email.

Please enter a valid email.

Subscription failed
Thank you for subscribing!

Photo by Thomas Trutschel/Photothek via Getty Images

The Washington Post on Tuesday will unveil Zeus Prime, a product that will allow companies to buy automated ads in real-time, similar to Big Tech platforms. Zeus will also support a new ad network that will include other publishers.

Why it matters: Advertisers often complain that they would like a better alternative to buying ads on Google and Facebook — where the content isn't always vetted — but there are no other places where they can buy ads as quickly and efficiently in real-time. The Post hopes this product will change that, and put more ad money in publishers' pockets.

The product will allow publishers to open their ad space to marketers directly through a real-time buying tool, similar to what Google and Facebook offer, across the network of publishers' websites and apps.

  • Because the new software requires very minimal input from the advertiser — no additional design, coding, fees or approvals are required — advertisers can place their ads directly on publishers websites in real-time, which is not typical.
  • The tool will first be available for DC, local-based advertisers, says Joy Robins, Chief Revenue Officer at The Washington Post. "As more publishers license the technology, that pool of available ad inventory will eventually grow nationally across many publishers' sites," Robins says. 

Yes, but: While a publisher can choose to license Zeus Prime as a standalone product, if it wishes to join the ad network that The Post is building, it needs to license all three of The Post's commercial software products, including Zeus Insights, The Post's first-party data tool that is used for ad-targeting, and Zeus Performance, its advertising performance tool.

  • "There is no end-to-end solution for publishers to grow their advertising revenue," says Jarrod Dicker, The Post’s VP of Commercial Technology and Development. "Zeus gives publishers the opportunity to license a shared technology stack, and have full control over their revenue and the technology powering it. It empowers them to become less dependent on revenue platforms like Google and Facebook."  

By the numbers: According to Dicker, the cost to license the software will vary by client, but right now clients are "at the low volume range, half million annually and at the high range, in the millions."

  • As a result, Robins says the revenue that will be generated from the Zeus Prime product will be significant. "We're shooting for eight-figures," Robins told Axios. 

Be smart: Buying and selling automated ads on websites and apps for premium web publishers has been a major technology challenge for years, and it's part of the reason that Google and Facebook have been able to grow their ad businesses so big and so fast.

  • In the past, advertisers had to use third-party vendors which are often owned or influenced by Google or Facebook. Those vendors often took a large cut of the ad money.
  • This tech allows publishers to cut third-party ad tech vendors out of their supply chains, so that they can take a much higher cut of the revenue.

Case-in-point: Dicker thinks that Zeus Prime will enable publishers to earn revenue at a rate of more than $10 minimum CPM (the cost per every 1,000 impressions), as opposed to the roughly $2 minimum CPM that publishers sell ads at right now, using outside vendors.

  • "Advertising today for publishers is on opposite ends, it's either very premium for custom experiences or very cheap for audience targeting," says Dicker. "We want to bring demand back to the middle. If we do that, we'll be bringing an entirely new revenue opportunity for publishers to band together and really take on Big Tech companies." 

The big picture: Publishers are investing more in developing their own advertising and publishing software as a way to make more money.

Go deeper

Updated 1 hour ago - World

German election: Social Democrats narrowly beat Angela Merkel's bloc

SPD leader Olaf Scholz. Photo: Alex Kraus/Bloomberg via Getty Images

BERLIN — The center-left Social Democratic Party (SDP) clinched a narrow victory in Germany's historic federal elections on Sunday, just four years after suffering its worst loss since World War II.

Why it matters: It's a stunning political comeback for the SPD, paving the way for its chancellor candidate Olaf Scholz to form a new governing coalition and lead Europe's largest economy into the post-Merkel era.

Updated 3 hours ago - Politics & Policy

Liz Cheney: Americans deserve better than choice of Biden or Trump

Rep. Liz Cheney talks with Lesley Stahl on CBS' "60 Minutes." Photo: CBS News

Rep. Liz Cheney (R-Wyo.) told CBS' "60 Minutes" in an interview broadcast Sunday that Americans "deserve better than having to choose between" President Biden's "disastrous" policies and former President Trump, "who violated his oath of office."

Why it matters: Cheney made the remarks after CBS' Lesley Stahl put it to her in the interview that Republicans feel that her joining the House select committee in charge of investigating the Jan. 6 U.S. Capitol riot helps "keep the focus on Trump instead of on the shortcomings of the Biden administration."

8 hours ago - Politics & Policy

First look: The LCV's $4M ad buy

A screenshot from a new League of Conservation Voters ad supporting Rep. Stephanie Murphy.

The League of Conservation Voters and Climate Power are aiming another $4 million worth of ads at centrist House Democrats, urging them to support the climate provisions in President Biden’s $3.5 trillion budget reconciliation package, Axios has learned.

Why it matters: Progressive groups are trying to counter the onslaught of conservative money pouring into swing districts. Both sides are trying to define Biden’s Build Back Better Agenda and pressure lawmakers to support — or oppose — the legislation scheduled for a vote in the House this week.