Washington Post | Native Ads Best Practices

Polar helps The Washington Post grow its
WP BrandConnect native ad program

The Washington Post turned to Polar’s MediaVoice to power their sponsored content program WP BrandConnect and new in-feed mobile ad placement. Launched in early 2013, WP BrandConnect is used by premium advertisers including Audi, IBM, CVS, Land Rover and Mercedes-Benz to connect with The Washington Post’s audience of quality, engaged and informed readers.

With MediaVoice, The Washington Post has introduced a new in-feed mobile native ad placement for their clients to extend reach cross-platform and provide more opportunities for content marketers to engage with high-quality audiences.


“WP Brand Studio is used by content marketers to create high-quality content for The Washington Post’s unique and influential audience. 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.”    

- Kevin Gentzel, Chief Revenue Officer, The Washington Post


A key factor in choosing MediaVoice was that now The Washington Post can provide better campaign insights to their advertisers who are increasing their investment in content marketing with a desire to better engage with audiences. Content engagement, social activity and performance are some of the many metrics that the MediaVoice platform provides.

With the help of MediaVoice, The Washington Post can now easily create native ad content using existing CMS tools, serve them using existing DoubleClick ad server, scale the delivery of campaigns across desktop and mobile screens and includes robust reporting capabilities which gives publishers access to better campaign insights.