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Future launches Audience Data Platform – Aperture

The intelligent platform allows advertisers to access Future’s rich first-party audience data captured across its portfolio of brands, helping them reach high-intent target audiences.

Future launches Audience Data Platform – Aperture
Nick Flood: “We believe the data opportunity we offer is unique within premium publishers.” Photograph: Derek Thomson on Unsplash.

Aperture gives advertisers a transparent, privacy compliant and future-proof solution, with access to rich first-party audience segments and new targeting capabilities across more than 180 of Future’s digital brands, leveraging proprietary data from more than 300m monthly global users to inform advanced segmentation, says Future.

Engineered to operate as a single, unified solution to bring Future’s online audiences to advertisers in real-time, Aperture enables access to billions of monthly ad impressions and delivers targeted audiences across interests, behaviours, geographies, lifestyles and much more, with no impact, say the publishers, from any potential changes to cookie use.

Aperture has increased Future’s addressable audience by 150% and empowers the delivery of audiences in-session, a characteristic that ensures campaign effectiveness around critical advertising milestones, such as Black Friday, where demand for inventory is high.

Future has also built proprietary price comparison technology for products and services, helping surface the best price for consumers on their path to purchase. This data, along with details of intent-based shopping captured through Future’s HAWK ecommerce technology, will inform Aperture with behavioural signals. In addition, Aperture intakes thousands of demographic signals from across the Future ecosystem each day and combines them with a robust email subscriber database to further identify and target audiences.

“We have created a world class first-party data solution for our partners, so they can remain confident that, no matter their needs, Future can reach their audiences at scale and with high efficacy. We believe the data opportunity we offer is unique within premium publishers and, with additional functionality set to be announced shortly, will be the best in class option for advertisers. Clients have already applied Aperture to their campaigns with fantastic results and we’re looking forward to seeing the platform flourish as we onboard more high value and unique data sets,” said Nick Flood, Global Commercial Operations Director at Future.

According to Future, large global brands across tech, gaming and entertainment, homes and women’s lifestyle are already reaping the benefits of the precision, scale and high-intent audiences that Aperture provides. An active campaign running on the platform has shown a 66% higher click-through rate (CTR) than using broad targeting techniques, showcasing the demonstrable impact high quality, first-party audience data and precision targeting has on campaign performance.

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