The Washington Post hopes its new "Fuse" ad product will help win over ad blockers, according to a report in the
Wall Street Journal. The WaPo's Fuse is aimed at speeding up
the response time for Web ads, particularly on mobile devices. "It’s intended, in part, to help win over consumers who turned to ad blockers after being burned by lousy digital ad experiences.
The new 'Fuse' ads are designed to render instantly when clicked on, without requiring people to leave the
Washington Post’s desktop site, mobile site or app. Like many Web ads, the
Fuse units are placed within content, such as in between paragraphs of an article. But when people click or tap these ads, they render across the majority of a person’s screen and allow for
further interaction without sending users to another site or app." The custom units are hosted by the the paper in order to reduce the latency that's common with most digital ads that are clicked on,
Jarrod Dicker, the company’s head of ad product and engineering, told the
Journal.
Read the whole story at Wall Street Journal »
