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
AGC: Shifting Perspectives
AGC Inc., formerly Asahi Glass Co., is one of the world’s leading manufacturers of glass, chemicals, and advanced materials. Yet despite this global scale and technical leadership, AGC’s brand awareness among international institutional investors and senior business leaders remained significantly lower than key competitors in the materials sector.The challenge was clear: how do you build trust and consideration for a complex B2B brand that operates behind the scenes of modern industry?
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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.
Capabilities
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.
Content
Our in-house content studio design high-impact, multimedia content asset that brings your story to life.