Spark aims to create partnerships and products tailored to brands’ needs and provide more creative ways to drive scale and engage target audiences. TMG will use its understanding of customers’ behaviour to help optimise the content produced for brands’ target audiences. The publisher's insights will draw from the latest Adobe Analytics and Adobe Marketing Cloud technologies as well as first-party data from more than 2.5 million readers collected since the Telegraph erected a metered paywall around its website in 2013.