Future plc, the global platform for specialist media, has today announced the launch of its Audience Data Platform, Aperture. The intelligent platform allows advertisers to access Future’s rich first-party audience data captured across its vast portfolio of brands, helping them reach high-intent target audiences.
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. The platform also increases Future’s addressable audience by 150% and empowers the delivery of audiences in-session, a vital characteristic to ensure 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 e-commerce technology, will inform Aperture with behavioural signals, truly setting this platform apart from others.
Global Commercial Operations Director, Nick Flood said “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.”
Large global brands across tech, gaming & 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.