FT.Com’s Behaviour Woos Advertisers

08 September 2004

Advertisers using the online offering from the London-based Financial Times newspaper will soon be able to target their audience more precisely.

FT.com will be the first non-US website to provide a global behavioural targeting service to pinpoint which areas of the site are used most, how and by whom.

Revenue Science, a behavioural targeting company, is working with FT.com to set up the service, which interprets site user actions and draws up user profiles.

Says FT.com's global head of online sales, Shauna Monkman: "Not only will it enable our advertisers to target more effectively, but it will also improve the service for our users who will be served with more relevant ads."

The company has already identified eight specific segments among its 3.6 million users: business education; institutional investor; information technology; luxury and consumer; management; personal finance; travel and private equity.

Data sourced from: BrandRepublic (UK); additional content by WARC staff