Empowering Advertisers for a Cookieless Future

As we anticipate the future deprecation of third-party cookies in Chrome, we've developed an innovative solution for ad frequency capping that doesn't rely on cookies.

Our optimization tool, introduced earlier this year, empowers advertisers to measure and fine-tune ad exposure across the entire FT ecosystem. The tool not only limits the frequency of a campaign to prevent excessive exposure but also ensures that readers encounter the campaign enough times to leave a lasting impact.

The frequency optimization tools’ power relies on our robust subscriber database. We retain declared first party data from our 1.3 million subscribers to build comprehensive and reliable user profiles. This creates the ecosystem for precise targeting, optimised exposure frequency, and tailored messaging. With access to this ecosystem, advertisers can navigate the cookieless future while ensuring their campaigns resonate with their target audiences.

By delivering relevant advertising, tailored to individual readers, advertisers can maximise the impact of their campaigns, while readers benefit from a more personalised and engaging advertising experience.

Our frequency optimization tool works seamlessly across all digital environments. Its integration has made it the preferred choice for campaigns involving digital display, homepage sponsorship, and partner content.

Since its launch, The Financial Times has experienced an 80% increase in exposures falling within a top performing range of 5-to-10 according to Lucy Marchington, Media Director at The Financial Times when speaking to Ad Week .