FT Strategies, the specialist media consultancy owned by the Financial Times, has launched a suite of digital advertising services to drive operational effectiveness and build long-term, sustainable revenue for media organisations. 

Drawing on deep strategic and operational expertise, FT Strategies’ new advertising services address the evolving needs of the media industry, offering bespoke projects in three core areas:

  • Advertising Yield Optimisation: FT Strategies partners with clients to improve monetisation across digital inventory through sophisticated revenue analysis, audience segmentation, pricing strategy development and roadmap creation for long-term yield improvement.
  • First-Party Advertising Strategy: In response to the deprecation of third-party cookies, FT Strategies supports organisations in establishing and refining first-party data strategies. Services include audience definition and targeting, identity resolution, direct sales enablement, and the development of bespoke sponsorship and branded content solutions.
  • Additional Revenue Streams: The consultancy works alongside clients to explore and implement new commercial models, including affiliate partnerships, audio and video monetisation, premium ad formats and AI-enabled optimisation strategies.

One recent engagement with a leading European publisher resulted in strategic and operational enhancements that delivered over 15% growth in advertising revenue, with further recommendations aimed at recapturing value lost through structural and traffic-related inefficiencies.

“Our ambition is to empower media organisations to thrive in a complex and shifting advertising ecosystem,” said George Adelman, Director at FT Strategies. “By applying data-driven insights and a user-first perspective, we help our clients unlock new opportunities for growth and long-term value creation.”

FT Strategies’ offering is rooted in the Financial Times’ own transformation, which saw the FT double its digital advertising revenue while surpassing one million digital subscribers – a testament to the power of audience-centric, data-informed commercial strategy.

At FT Strategies, we work with media organisations to unlock the full potential of their advertising operations, from optimising yield to developing first-party strategies and new revenue models. If you’re looking to transform your advertising performance and drive sustainable growth, please get in touch.