Washington Post Pushes Into Ad Tech With New High-Speed Ad Product

You’ve heard of Facebook Instant Articles. Think of this as Washington Post instant advertising.

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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.
These custom ads are “pre-cached” and hosted by the Washington Post, meaning they are designed to significantly reduce the latency common with most digital ads that are clicked on, said Jarrod Dicker, the company’s head of ad product and engineering.
http://www.wsj.com/articles/washington-post-pushes-into-ad-tech-with-new-high-speed-ad-product-1463738400