Future has officially introduced Helix, a next-generation audience intelligence engine designed to drive superior commercial outcomes for advertisers.
Moving Beyond Targeting to True Intent
Helix moves beyond traditional audience targeting by marrying advanced data science and predictive AI with Future’s vast first-party data ecosystem, connecting brands with high-value audiences at the exact moment of purchase intent.
The result is smarter, more effective performance across a portfolio of over 175 market-leading specialist media sites and select social environments, including Tom’s Guide, TechRadar, Who What Wear, Marie Claire, GamesRadar+ and Homes & Gardens.
Built on Proven Foundation
Since launching its proprietary audience data platform Aperture in 2021, Future has helped lead the industry in connecting advertisers with high-intent audiences through proprietary first-party data.
Helix marks the next evolution of this intelligence.
The Three Pillars of Helix
Helix is powered by three core capabilities:
Precision
Powered by decades of editorial trust and e-commerce expertise, Helix maps real-time intent across Future’s specialist media ecosystem, reaching consumers when they are most ready to convert.
Prescription
By analyzing brand- and vertical-level performance, Helix recommends specific audience segments based on proven conversion behavior – often uncovering personas clients hadn’t previously considered.
Performance
Built into Helix is the Performance Pledge, providing early-access U.S. advertisers with a performance guarantee on Click-Through Rates (CTR), powered by an expanded measurement suite that verifies results from awareness to final conversion.
A Shift Toward Outcome-Driven Advertising
Advertisers are increasingly prioritizing certainty over scale alone. As Michael Peralta, Chief Revenue Officer at Future, explains:
“Advertisers today aren’t just looking for scale or reach — they’re looking for certainty about which audiences will actually drive outcomes. By applying data science and predictive AI to first-party data, Helix identifies the audiences most likely to deliver results and measures their impact across the full path to purchase.”
Early Results Demonstrate Impact
Initial testing across 20 campaigns in fashion, retail, and technology has already demonstrated Helix’s effectiveness.
These campaigns delivered double-digit increases in click-through rates, alongside meaningful improvements in return on ad spend compared to traditional approaches.
What Comes Next
Helix is now launching in the U.S., with plans to expand into global markets at a later stage.
As the platform continues to evolve, Helix is positioned to play a central role in how advertisers connect with high-intent audiences and drive measurable performance across Future’s specialist media portfolio.
To learn more, visit futureplc.com/helix or read the full AdExchanger interview with Future CRO Mike Peralta and VP of Commercial Product & GTM Jamie Samuel.