NEWS16 December 2013

FT extends content matching service to global advertising clients

News UK

UK — The Financial Times has announced that it is to extend its content matching service to global advertising clients after a successful initial trial.

FT Smart Match uses semantic profiling technology, which “analyses text through weighting concepts and categories to derive matching accuracy for advertiser content on”. 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.”