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Simplifying an opaque and complex ecosystem

Advertising Initiative

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

Get bi-weekly Advertising Initiative newsletters in your inbox. Sign up here

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

Coming soon

Latest Advertising Initiative Blog Posts

Coming soon
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.

Advertising Initiative Advisory Council

Coming soon