Agenda


Tuesday, April 18

Module 1: The truth about advertising automation

10:00 a.m.-12:30 p.m.
(New York time)

Mark Challinor 10:00 a.m.-10:30 a.m. (New York time)
The state of media advertising today: What can we expect in the next 12 months?

What trends are we seeing? What are media industry experts saying? And what do the major advertising industry players expect to focus on? Where we should be placing our advertising bets? Mark will give his take and insights on what he is seeing and where he thinks we should be placing our bets.

Mark Challinor, Advertising Initiative Lead, INMA, United Kingdom



Bente Klemetsdal 10:30 a.m.-11:00 a.m. (New York time)
Building a joint marketplace via automation

The collaborative publisher automation approach to tackling increased regulations and the lack of control in the digital ecosystem is the focus of this session.

Bente Klemetsdal, Executive VP, Sales and Marketing, Aller Media, Norway



Latha Rao Cheney 11:00 a.m.-11:30 a.m. (New York time)
Automation set up: The pitfalls and resources

How to handle any shift internally regarding resources needed for automation is the focus of this sessions. What pitfalls to avoid? How do we involve our advertisers?

Latha Rao Cheney, Senior Vice President, Sales, MediaNews Group, United States



Greg Piechota 11:30 a.m.-12:00 p.m. (New York time)
Automation with AI for enhancing advertising revenues

How can we use AI automation for our advertising revenue benefits? How can AI help us monetise further? Will it lead to new revenue opportunities? The author of INMA’s 2023 report “AI Guide for News Marketers” says that generative AI tools can assist with marketing tasks such as creating compelling advertising and better sales pitches. Learn more about what you need to know about the potential of advertising and AI used in tandem.

Greg Piechota, Researcher in Residence, INMA, United Kingdom



12:00 p.m.-12:15 p.m. (New York time)

Summary and takeaways

Thursday, April 20

Module 2: First-party data for advertising: From architecture to sales

10:00 a.m.-12:30 p.m.
(New York time)


10:00 a.m.-10:10 a.m. (New York time)
Welcome and introductions
Mark Challinor, Advertising Initiative Lead, INMA



homas Lue Lytzen 10:10 a.m.-10:45 a.m. (New York time)
First- and third-party data: Advertising sales heaven or hell?

Media companies may be collecting their own data, but how is this put into action for growing advertising sales? And are third-party cookies harming us?

Thomas Lue Lytzen, Director of Sales & Tech, Ekstra Bladet, Denmark



Helene Slettemoen 10:45 a.m.-11:20 a.m. (New York time)
Building publisher strategy: Exploiting our own data and providing advertiser insights

Maximising client experience using their marketplace and why this is the way forward for publishers. (The Norwegian case study* of exploiting owned data and providing advertiser insights for better client experiences.

*Follow on part 2 of Tuesday's module's Norwegian presentation

Helene Slettemoen, Strategy and Insight Director, DIAR, Norway



Pete Doucette 11:20 a.m.-12:00 p.m. (New York time)
Improving UX and metrics for better ROI in data exploitation

How should we best integrate B2B and B2C data? What are the challenges of managing data when related to driving various revenue streams whilst placing the customer experience at the heart?

Peter Doucette, Senior Managing Director, Mather Economics, United States



12:00 p.m.-12:15 p.m. (New York time)

Summary and takeaways

Tuesday, April 25

Module 3: Increasing advertising revenue diversification

10:00 a.m.-12:30 p.m.
(New York time)

10:00 a.m.-10:10 a.m. (New York time)
Welcome and introductions
Mark Challinor, Advertising Initiative Lead, INMA



Micah Beatty 10:10 a.m - 10:45 a.m. (New York time)
Monetising a modern media brand: The secrets revealed

Content partnerships help build your brand, generating new audiences and new revenue streams. They also provide readers the content they want, where they want, when they want.

Micah Beatty, Director of Digital Strategy, Cox Enterprises, Atlanta, United States



Nannette Fevola 10:45 a.m.-11:20 a.m. (New York time)
Video advertising: Strategy for revenue growth

Is video where we should be focusing on for new revenue? How do we develop our own profitable strategy with our advertisers?

Nannette Fevola, Senior Director, Client Solutions/Brand360 Content and Video, Newsday, United States



Matt Bartels Jamie R 11:20 a.m.-12:00 p.m. (New York time)
Capturing and diversifying revenue streams

With the media industry constantly evolving and adapting to new technologies, capturing the right blend of revenue is crucial. This session will explore the new, go-to-market strategies and performance programmes that leading organisations are are undertaking to optimise and deliver new revenue streams.

Matt Bartels, Principal and Practice Lead, Media & Consumer Technology, Alexander Group, United States
Jamie Riley, Principal and Practice Lead, Media &EMEA, Alexander Group, United Kingdom


12:00 p.m.-12:15 p.m. (New York time)

Summary and takeaways

Thursday, April 27

Module 4: The future shape of media advertising

10:00 a.m.-12:30 p.m.
(New York time)


10:00 a.m.-10:10 a.m. (New York time)
Welcome and introductions
Mark Challinor, Advertising Initiative Lead, INMA, United Kingdom



Tasmia Ismail 10:10 a.m.- 10:40 a.m. (New York time)
Future success is all about the talent

What should publishers take note of in shaping future advertising sales, teams, and approaches regarding talent, data, trust, skill sets, and adaptability to an ever-changing environment?

Tasmia Ismail, General Manager (Commercial), Media 24, South Africa



Michael Beckerman 10:40 a.m.-11:10 a.m. (New York time)
Taking back control: Shaping our future in relation to the Big Tech giants

What do media companies need to do to take on the tech giants of Google and Facebook? How can we take back control of our own future and earn our share of the media budgets and drive future revenue?

Michael Beckerman, Chief Client Officer, Toronto Star, Canada



Lara Izlan 11:10 a.m.-11:40 a.m. (New York time)
Data at the core of our future advertising success: Lessons from broadcast media

What can we learn from one of the world’s biggest broadcast media companies which owns Europe’s largest streaming services? What are the parallels and learnings from this complementary industry for our future success?

Lara Izlan, Head of Data Strategy, ITV, United Kingdom



11:40 a.m.-12:00 p.m. (New York time)
Master Class summary and conclusions
Mark Challinor, Advertising Initiative Lead, INMA, United Kingdom


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