As the buzz surrounding native advertising continues to mount, The Financial Times today rolled out its FT SmartMatch to global advertising clients, following a successful trial period.
The publisher partnered with Smartology for technology that recognizes the meaning of news articles, allowing advertisers to match their messages to relevant stories in real time on FT.com.
FT piloted the concept, which uses semantic profiling, in 2011. The profiling analyzes text through weighting concepts and categories to derive matching accuracy and brand protection for advertiser content.
FT said Smart Match has increased engagement rates for advertisers’ content up to tenfold, and that 12 new clients have signed on, including multinational banking and financial services companies, a leading global business school and major energy and IT conglomerates.
“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,” Jon Slade, FT’s commercial director of global digital advertising and insight said in a statement.