Navigate and find paths forward through the challenges of the “post-traffic era” for news media digital advertising
From first-party data to premium ad products to AI, measurement and brand safety, we want to advance a deeper, clearer understanding of the evolving advertising landscape by exploring innovations, demystifying complexity, and translating insights into strategies that build sustainable, future-ready advertising models
Scope of the Advertising Initiative
First-party data activation for advertising
Advertising format and product innovation
Sales and revenue diversification
Measurement and attribution excellence
Talent & organisation design
Brand safety and news environment value
AI-powered advertising operations
Ad industry insight and strategic partnerships
Ways to connect
Newsletter
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Slack channel
A place to share news media advertising experiences and happenings both privately and publicly. Sign up here.
Live and on-demand Webinars
Join advertising peers for practical members-only upcoming Webinars and on-demand webinars.
First-Party Data for Advertising Revenue Master Class
How news media companies can transform first-party data into sustainable premium CPM advertising revenue growth is the focus of this September 2025 master class. See schedule here
Ask me anything
For corporate members of INMA, connect your advertising teams with Gabriel Dorosz for private mentoring. Contact INMA
Reports
See our latest reports regarding advertising. Click here to view all. Click here to view.
Upcoming Advertising Initiative Events
Latest Advertising Initiative Blog Posts
Mission
The mission of the Advertising Initiative, re-launched in May 2025, is to help media leaders cut through complexity, drive results, and build sustainable advertising sales strategies. We aim to focus on how to bridge innovation and business realities with practical guidance, real-world examples, and clear action plans – and simplify an often opaque and unnecessarily complex digital advertising ecosystem.
Advertising Initiative Lead
Gabriel (Gabe) Dorosz is a strategist, researcher, and media industry leader with a career that’s spanned the intersections of digital media, advertising, brands, data, technology, experiences, and ideas. With nearly 30 years of experience in digital media and advertising — including seven years leading strategy & insights for advertising at The New York Times — he’s witnessed firsthand the challenges of news media advertising.