Today The Washington Post RED team launches Fuse, technology that provides a consumer-first ad experience built for the high speed, mobile era. In a guest blog post, The Post’s Head of Ad Product and Technology Jarrod Dicker explains how Fuse works, why it will improve how advertisers engage with users on The Post and broaden the creative landscape for marketers.
The rise of mobile has prompted many publishers to modify the way they’ve traditionally told their stories to readers. Slow load times and lack of responsiveness were triggers that forced publishers to rethink and redesign their sites for a better, and nimbler, consumer experience on mobile devices. It was a catalyst for innovation across platforms as well, spawning the birth of Facebook Instant Articles and Google AMP.
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