The Washington Post to use Polar’s MediaVoice to power native advertising across platforms
The Washington Post will be working with Polar in their native advertising initiative. Polar’s MediaVoice native advertising platform will be used to place native ads in-stream across desktop and mobile websites.
The Post’s program is called BrandConnect, while its effort is run by WP Brand Studio (I hope I have that right, it is a bit confusing).
“WP Brand Studio is used by content marketers to create high-quality content for The Washington Post’s unique and influential audience,” explained Kevin Gentzel, Chief Revenue Officer, The Washington Post. “MediaVoice is the tool used by WP Brand Studios to efficiently and relevantly service brands and connect them to global thought and opinion leaders however they read the Post.”
MediaVoice will enable the Post to deliver native ad content using the Post’s existing CMS tools and serve the ads using their existing ad servers, including DoubleClick, Polar said in their announcement. MediaVoice then will allow for campaign reporting, while their Promote solution will extend the reach of the native ad campaigns through paid promotion on various search and social media outlets.
Polar’s website shows the company is also doing business with Canadian media firms Postmedia Network and Rogers, as well as the Associated press and SourceMedia.