FT Smart Match uses semantic profiling technology, which “analyses text through weighting concepts and categories to derive matching accuracy for advertiser content on FT.com”. It was first piloted in June 2011.

Jon Slade, FT’s commercial director of global digital advertising and insight, said: “Delivering relevant content from our advertising partners in a timely and transparent way has proven to be a very attractive proposition for brands and readers.

“The FT is committed to providing the utmost value to our advertisers by helping them reach our exclusive and highly sought-after audience in environments that are complementary and engaging.”