Discover the power of data at the FT

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.

By combining our first-party data, sophisticated targeting, bespoke storytelling capabilities and unrivalled campaign strategies, we can ensure your advertising campaigns are high performing, proven to work to multi-funnel objectives and reach senior decision makers, high net worth individuals and the political elite.

FT Target

Effective advertising is built on precise audience targeting and meaningful insights. 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. FT Target has been designed to drive smarter decisions and optimise your campaign performance through elevated audience understanding and actionable insights.

Plan with data, perform with confidence.

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. 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.

Clarity and context behind your campaign results

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. Our reporting is transparent and held accountable to those benchmarks. Brand measurement also plays a central role, explaining not just what happened, but what drove the results.