|The Washington Post Cuts Off Ad Tech Vendors Slowing Its Site
By: Aaron Whitaker
It’s hard for publishers to say no to vendors that advertisers want to work with. But in its effort to speed up advertising, The Washington Post has had to rethink its use of vendors.
As the Post has built on its own proprietary ad products, it has cut out several of the ad servers, ad builders, native-ad and video vendors it used to work with.
“We go to our partners and say, ‘This is how fast things need to be executed; if you don’t hit this threshold, we can’t put you on the site,’” said Jarrod Dicker, the Post’s head of ad product and technology. “We found that vendors we do use are ones that went back to their engineering teams and found out how to expedite their loads. … The vendors that haven’t been able to come to the table with faster solutions, we no longer integrate with.”
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Aaron Whitaker is a copywriter, blogger, and social media aficionado who likes watching the TV commercials more than the actual shows. He prefers reading the magazine ads over the articles. And you can learn more about him online right here.
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