The Swedish company Danads has created a new tool for the Washington Post to manage their own advertising network instead of Google and Facebook.

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

The newspaper, owned by Amazon founder Jeff Bezos, has already announced that other regional and national media will join the platform in 2020. In addition to the simplicity of use and the value of editorial content to advertisers, Zeus Prime says it offers a more balanced business model than Google and Facebook, which are often criticized by newspaper publishers.  The Washington Post, owned by Amazon founder Jeff Bezos, said in a statement on its blog that "now, more than ever, it is important for advertisers to have a direct link to recognized content creators and publishers who guarantee the integrity of their brands and their alignment" with the message carried by the ads.  In addition to the simplicity of use and the value of editorial content to advertisers, Zeus Prime says it offers a more balanced business model than that of Google and Facebook, which are 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 efficient" tool.