Category:Best Publisher Innovation
The FT has made significant investments in its advertising operations (Ad Ops) team to optimising readers’ online experience and deliver in-depth, empirically-based campaign planning and reporting for its advertisers.
To strengthen and deepen the accountability it gives to its advertising clients, the FT developed a new technology to provide insight into campaign performance and success - Deeperview.
By consolidating the different platforms into Deeperview, the FT is able to provide quality, in-depth data based on every type of variable – including who precisely has viewed an ad, and how they have engaged with it. This capability enables the FT to present a compelling, evidence-based approach that is critical factor in retaining our unique edge in such a competitive advertising landscape.