Case Study: Financial Times achieves eight-second ad inventory forecasts and double-digit yield growth with Metamarkets

Financial Times - Customer Case Study

The Financial Times, a 123‑year‑old business publication, needed to better monetize roughly 6 billion annual online ad impressions but its data (demographics, behavior, pricing and inventory) lived in many databases and spreadsheets. That fragmentation made inventory forecasting slow and labor‑intensive — simple requests could take up to two business days to resolve — limiting the FT’s ability to price and sell ads in a real‑time market.

By partnering with Metamarkets, FT deployed a near‑real‑time, self‑service analytics platform that consolidated supply and demand into a single view. Forecast turnaround fell to about eight seconds, supply accuracy improved by more than 15%, yields rose in double digits, and ad operations were freed to focus on higher‑value strategic work while the company moved toward real‑time dynamic pricing.

Financial Times

Jon Slade

Director, Digital and Strategic Advertising Sales