Financial Times Is Now Selling 'Long-Form' Digital Display Ads

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by: Michael Sebastian | Advertising Age

Financial Times is a staid publication for the people in the front part of airplanes, but the London-based newspaper is embracing -- and today making official -- a radical way of selling digital advertising: by time spent, not the decades-old model of impressions.

With this new approach, called cost-per-hour, or CPH, Financial Times seeks to charge some advertisers by the number of hours their ads appear in front of certain segments of readers.

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