Data Capabilities
Discover the power of data at the FT
OUR OFFERING
At the FT, advertising is powered by data, shaping campaigns that are designed with evidence and built to deliver meaningful impact among the world’s most influential audiences.
Our advertising solutions are powered exclusively by first-party data from registered users. Through FT Target, we combine declared registration information with behavioural insight based on how readers engage with FT journalism - removing reliance on inferred segments or third-party proxies.
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The most vital campaign decisions are made before a single impression is served. We don’t wait for results to optimise campaigns, instead data is embedded directly into the planning process - shaping campaign structure, context selection (where ads appear) and format selection before launch.
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Campaign results are measured against FT benchmarks built from comparable audiences, formats and objectives. Our partners understand what ‘good’ looks like against proven FT standards, not generic averages.
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CASE STUDIES
The Next Five Podcast
The Next Five is a distinctive branded content podcast from FT Partner Studio. Featuring multiple sponsors exploring pivotal trends and innovations set to shape the next five years across various industries
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Switzerland Tourism
Switzerland Tourism came to FT to create a content campaign and to connect with our exclusive audience of high-net-worth luxury-seekers. The FT worked with an experienced freelance travel writer to create a compelling content campaign called “Discover Switzerland”, hosted on a bespoke hub on FT.com.
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Lombard Odier
Lombard Odier’s vision is for a net-zero, nature-positive economy that replaces our current linear ‘Take, Make, Waste’ model. We must move to an economy one powered by renewably-generated electricity, where we reduce our use of primary materials, and recycle and reuse more. In short, an economy that is Circular, Lean, Inclusive and Clean (CLIC®).
Read moreOther Services
Data Capabilities
At the FT, advertising is powered by data, shaping campaigns that are designed with evidence and built to deliver meaningful impact where it matters most.
Content
Our in-house content studio design high-impact, multimedia content asset that brings your story to life.