How data shapes campaigns at the FT

The most vital campaign decisions are made before a single impression is served.

At the FT, we don’t wait for results to optimise campaigns. Data is embedded directly into the planning process - shaping campaign structure, context selection (where ads appear) and format selection before launch.

Audience insight, reading patterns and historic performance inform these decisions. Rather than assembling tactics in isolation, campaigns are designed as a cohesive system from the outset.

Advanced data science and AI models are also being applied to support campaign planning and inform decision-making.

This approach ensures campaign investment is guided by evidence from the start, focusing on:

• Reaching the right audience
• Appearing in the right environment
• Creating the best opportunity for impact

Explore how data shapes campaigns at the FT before they go live.