Replatforming Ads at the FT

Introduction

1: Identifying an issue

<div class="o-ads in-article-advert advert" 
  data-o-ads-name="second-mpu" 
  data-o-ads-center="true" 
  data-o-ads-label="true" 
  data-o-ads-targeting="pos=native&format=stacked" 
  data-o-ads-formats-small="MediumRectangle" 
  data-o-ads-formats-medium="false" 
  data-o-ads-formats-large="false" 
  data-o-ads-formats-extra="false" 
  aria-hidden="true">
</div>

Ad does not render

<div class="o-ads in-article-advert advert" 
  data-o-ads-name="second-mpu" 
  data-o-ads-center="true" 
  data-o-ads-label="true" 
  data-o-ads-targeting="pos=native;format=stacked"
  data-o-ads-formats-small="MediumRectangle" 
  data-o-ads-formats-medium="false" 
  data-o-ads-formats-large="false" 
  data-o-ads-formats-extra="false" 
  aria-hidden="true">
</div>

Ad renders

<div class="o-ads in-article-advert advert" 
  data-o-ads-name="second-mpu" 
  data-o-ads-center="true" 
  data-o-ads-label="true"
  data-o-ads-formats-small="MediumRectangle" 
  data-o-ads-formats-medium="false" 
  data-o-ads-formats-large="false" 
  data-o-ads-formats-extra="false" 
  aria-hidden="true">
</div>
<div class="o-ads in-article-advert advert" 
  data-o-ads-name="second-mpu" 
  data-o-ads-center="true" 
  data-o-ads-label="true"
  data-o-ads-formats-small="MediumRectangle,Responsive,Collapse" 
  data-o-ads-formats-medium="false" 
  data-o-ads-formats-large="false" 
  data-o-ads-formats-extra="false" 
  aria-hidden="true">
</div>
  1. Update the core library
  2. Release to npm
  3. Update dependent packages
  4. Release them to npm
  5. Make PRs to all consuming apps
  6. Update every single slot... everywhere
  7. Make PRs to all consuming apps
  8. Request a review for every app

2: Getting the green light

  • Shared vision
  • Confidence in execution
  • Clear value proposition
  • Staying productive

🙌

The value proposition: concrete benefits

  • Increased revenue through...
    • Better viewability
    • Native GPT features
  • Improved quality reads

3: Building on evidence

M

GPT

<CONSUMING
PAGE />

V

ADAPTER

ft.com/?pg-commit=c500aec4

S3

ft.com/?pg-local=true

Vite

npm run hybrid:dev

4: Keep delivering value

Additional benefits

  • Lowered cost of experimentation
  • Shorter feedback loops
  • Improved reliability

https://financialtimes.atlassian.net/browse/ADSDEV-2308

Conclusion

deck

By Oliver Turner