The Washington Post unveiled a new ad tech platform touted as a way to help newspapers counter the loss in online revenue to major platforms Google and Facebook.

The daily, which is owned by Amazon founder Jeff Bezos, said the new self-service ad-buying interface called Zeus Prime would be offered to other newspapers as part of its Arc Publishing platform. “Through Zeus Prime, buyers will be able to easily execute an ad campaign by creating an ad format in a single click and targeting across a marketplace of trusted publishers,” said Jarrod Dicker, vice president for commercial technology at the Post.

The system would be offered to newspapers and media companies starting in 2020. The new system aims to give advertisers an alternative to the “duopoly” of Google and Facebook, which control some 60% of US online ad revenues.

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