The Financial Times is testing a new time-based system on online ad sales, as the news site looks to boost its appeal to advertisers.
Under the new scheme, the publisher will measure inventory cost using a currency of ad time rather than ad space.
The FT has been working with New York firm Chartbeat on developing the method and it expects it to launch fully in the fourth quarter of this year.
If the model proves successful, the publisher wants to introduce the model in the fourth quarter of this year.
Speaking to The Drum, FT commercial director of digital advertising and insight Jon Slade said: “We can sell a thousand hours of exposure to a chief executive audience in Germany, for example, or we can give clients 500 hours of exposure to finance directors in Belgium. That currency has a lot of merit.”
View this chart from Chartbeat showing how the viewability of its ads improve based on time shown.