What publishers need to prioritise now with digital advertising: data, automation, diversification, and shaping future success
Truth about advertising automation
First-party data for advertising
Increasing advertising revenue diversification
The future shape of advertising sales
What and how are news publishers selling?
What will the shape of advertising look like in the future? The state of digital advertising for news media companies is the focus of this four-module Master Class from INMA's Advertising Initiative.
Get an executive-level overview of what publishers need to know now about the digital advertising ecosystem, including:
- Selling first-party fueled advertising amid a range of offerings
- Automation vs. human sales
- Consultative selling
- Revenue diversification
- Future state of advertising
Our world-class faculty of advertising experts will share best practices, case studies, and the news industry playbook for navigating the advertising landscape ahead, answering questions like:
- What is the right mix of revenue areas?
- What does a modern media company focus on for future revenue?
- Where should we place our bets (e-commerce, video, audio, branded content)?
- How to handle shifts to automation internally?
- What are the benefits internally and externally of automation?
- How is data put into action for growing advertising sales?
- How to improve UX and metrics?
- What do advertisers want?
Speakers
Matt Bartels
Principal and Practice Lead, Media & Technology
Alexander Group
United States
Micah Beatty
Director Digital Strategy
Cox Enterprises
United States
Michael Beckerman
Chief Client Officer
Toronto Star
Canada
Latha Rao Cheney
Senior Vice President, Sales
MediaNews Group
United States
Peter Doucette
Senior Managing Director
Mather Economics
United States
Nannette Fevola
Senior Director, Client Solutions/Brand360 Content and Video
Newsday
United States
Tasmia Ismail
General Manager (Commercial)
Media 24
South Africa
Lara Izlan
Head of Data Strategy
ITV
United Kingdom
Bente Klemetsdal
Executive VP, Sales and Marketing
Aller Media
Norway
Thomas Lue Lytzen
Director of Ad Sales and Tech
Ekstra Bladet
Denmark
Hilde Norddal
Executive VP, Sales and Marketing
Amedia
Norway
Greg Piechota
Researcher in Residence
INMA
United Kingdom
Helene Slettemoen
Strategy and Insight Director
DIAR
Norway