Core Insights - Future has launched Helix, a next-generation audience intelligence engine aimed at enhancing commercial outcomes for advertisers [1] - Helix integrates advanced data science and predictive AI with Future's extensive first-party data to connect brands with high-value audiences at the moment of purchase intent [2] Group 1: Helix Overview - Helix represents the evolution of Future's proprietary audience data platform, Aperture, which was launched in 2021 [3] - The Helix engine is built on three strategic pillars, focusing on identifying audiences that will drive results and measuring their impact throughout the purchase journey [3] Group 2: Performance Metrics - Initial testing of Helix across 20 major campaigns in sectors such as fashion, retail, and technology demonstrated double-digit increases in Click-Through Rates (CTR), leading to significant improvements in Return on Ad Spend (ROAS) compared to traditional methods [3] Group 3: Market Launch and Features - Helix is currently being launched in the U.S. market, with plans for a rollout in the UK market at a later date [4] - The engine includes features such as real-time intent mapping, audience segment recommendations based on conversion behavior, and a Performance Pledge that guarantees CTR for early-access U.S. advertisers [4]