I already pay a subscription, why do I see ads as well?

At the Financial Times, we rely on a mix of advertising and subscriptions for our revenue. Advertising has always had an important role to play in the revenue mix to fund quality journalism on a global scale. However, we recognise that as a subscription site we need to get the balance right. We are sensitive to our readers’ experience and regularly adjust our advertising offering in response to feedback. 

We believe that advertising, done well, can form a helpful part of a consumer’s decision-making process. This is supported by both FT reader research and positive advertising campaign results.

We work with our advertising clients to make sure we only serve the best quality advertising on our site; limiting the number of high impact formats readers are served and how many each user sees.

We are working closely with the IAB to improve advertising formats and technology across the industry as a whole, so that we can continue to provide the best reader experience possible.