Dive Brief: 

• The Washington Post's new pre-loaded app on the new Kindle Fire devices will be running its own ad server. 
• The Post—which was recently purchased by Kindle-maker Amazon's CEO Jeff Bezos—was searching for a solution to make ad uploads seamless. 
• After considering several third-party ad servers, the Post decided to build its own server, which will launch with sponsorships from Lincoln Motor and Sprint Business. 

Dive Insight: 

It's a publisher's dream to have its own ad server, but the task—as the Washington Post experienced first-hand—is no small undertaking. Not only is the process time consuming, there's a lot of outside entities the server would have to work with. It will be interesting to see how the Post performs with the seamless ads.