New York (AFP)

The Washington Post announced Tuesday the launch of a new online advertising network that allows it to deal directly with advertisers without going through Google or Facebook, soon open to other media.

Zeus Prime was created in collaboration with Polar, a company specializing in online advertising formats, and aims to simplify the creation and distribution of a visual or video that highlights a product or a brand.

The platform is clearly positioned as an alternative offer to internet giants such as Google and Facebook, which control nearly 60% of the US advertising market.

It highlights the quality of the content in which the ad will be positioned, while several advertisers have complained this year to have been put next to questionable videos or shocking images on YouTube, Facebook or Instagram.

"Today, more than ever, it's important for advertisers to have a direct connection to established content creators and publishers who ensure the integrity of their brands and their alignment" with the message of the ads, says the Washington Post in a statement on his blog.

The daily, owned by Amazon's founder, Jeff Bezos, is already announcing that other regional and national media will join the platform in 2020.

In addition to the ease of use and valuation of editorial content with advertisers, Zeus Prime says it offers a more balanced business model than that of Google and Facebook, often criticized by newspaper publishers.

The Washington Post says it is "convinced" that regional media will be able to break even and become profitable with this new "more effective" tool.

© 2019 AFP