The Financial Times is starting the year with a diet — for its webpages, which have been slowed with all manner of ad tech and analytics gunk over the years. That means, according to FT product head Bede McCarthy, going from a “culture of addition” to a “culture of subtraction.”
The rise of ad blocking has been a wake-up call at many publishers to take a hard look at the user experience. At the FT, that comes down to speed. The goal: get pages to load in under a second, down from the 14 seconds it could take for a page to fully load on its previous legacy site, according to McCarthy.
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