How the Financial Times Uses Reader Insight to Evolve Its Native Ad Offering

Six months since its creation, the Financial Times’s content marketing unit, FT Squared, is giving paid posts a new look.

The FT’s branded content unit has been improving, since the first paid post it ran in October, the publisher is seeing the time spent on these posts increase by 123 percent (although it wouldn’t disclose what the actual time was). And engagement is rivalling that on its editorial pieces.

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