Equipping publishers to measure,
prove, and elevate the true impact of
news media advertising
How to prove real business outcomes
How to translate publisher strengths into metrics buyers value
How to build modern measurement frameworks
How to elevate the sales narrative with evidence
Providing what works: Modern measurement for news media advertising
Measurement is one of the most important conversations in advertising right now, and not just for publishers. According to the Interactive Advertising Bureau's State of Data 2026 report, as many as 75% of buy-side leaders say that core measurement approaches, including attribution, incrementality testing, and marketing mix models, are falling short. Not a single respondent said their MMM covers all paid media channels. This is an industry-wide challenge, and everyone from brands and agencies to platforms and publishers is grappling with it.
For publishers, that reality presents both a challenge and a genuine opportunity. When the buy-side itself acknowledges that measurement isn't working well, publishers who show up with credible, evidence-based approaches have an opening to change the conversation, strengthen the case for news media, and win more budgets.
INMA's Advertising Measurement & Effectiveness Master Class brings together practitioners from news organisations around the world to share how they're responding. Across three modules, you'll hear from presenters from News UK, Schibsted Norway, Editora Globo Brazil, The Financial Times, Ringier Axel Springer Poland, Mediafin Belgium, El Tiempo Colombia, Ozone, Newsworks UK, Nine Australia and The Guardian as they walk through what they've built, what they've learned, and where they see the most viable paths forward.
This isn't a programme that claims to have all the answers - no one does. It's a programme built around honest, practical guidance, real-world experience, and peer-to-peer learning from publishers who are actively working to solve this challenge. Whether you're early in your measurement journey or running more mature programmes, this is a chance to benchmark against peers and take away ideas and practical advice you can put to work.
Speakers
Tiago Afonso
Sales and Digital Development Director
Editora Globo
Brazil
Line Arneberg
Strategic Insights Manager
Schibsted
Norway
Katrien Berte
Data Project Manager
Mediafin / Trustmedia
Belgium
Alessandra Corrado
Strategic Development Lead - Data
News UK
United Kingdom
Heather Dansie
Insights Director
Newsworks
United Kingdom
Stephanie Drabble
Director, Digital Product Commercialisation & Strategy
Nine
Australia
James Fleetham
Director of Advertising
The Guardian
United Kingdom
Joshua Ford
Head of Commercial Innovation
Financial Times
United Kingdom
Sven Lybaert
Head of Digital & Agencies
Mediafin / Trustmedia
Belgium
Dipti Patel
Senior Director, Publisher Development
Ozone
United Kingdom
Alicja Popiel
Head of Content Marketing Development & Innovation
Ringier Axel Springer
Poland
Silvia Rogar
Head of G Lab
Editora Globo
Brazil
Daniel Roman
Data Commercialisation Manager
Nine
Australia
Craig Tuck
Chief Revenue Officer
Ozone
United Kingdom
Diego Vallejo
Chief Digital Officer (CDO)
El Tiempo
Colombia
Curated by
Gabriel Dorosz
Advertising Initiative LeadInternational News Media Association (INMA)
Agenda
Thursday, March 19
Module 1: Foundational measurement: Exploring what's possible beyond reach and digital metrics reporting
Many publishers still report primarily on reach, impressions, and click-through rates. Those metrics have their place, but they don't tell the full story of how advertising works in premium news environments, and increasingly, they're not what buyers are asking for. This module explores the measurement landscape publishers are navigating today and introduces the approaches that are gaining traction: attention measurement, engagement-based metrics, brand impact studies, performance products, and the shift from reporting what happened to demonstrating what results advertising actually influenced.
Click here for more information on this module
Tuesday, March 24
Module 2: Making the case for publisher effectiveness: Building the evidence that news media advertising works
Once you move beyond standard reporting, the question becomes: how do you build a credible body of evidence, and how do you make it operational? This module is where the "how we did it" stories live. You'll hear about attention measurement partnerships, brand lift research, content marketing measurement models, and the collaboration with agencies and measurement vendors needed to build confidence and results. Presenters will share what's worked, the trade-offs involved, and the lessons learned along the way.
Click here for more information on this module
Thursday, March 26
Module 3: Demonstrating outcomes and competing with platforms: Translating measurement into commercial results
Evidence is only valuable if it helps you win business. The final module focuses on how publishers are turning measurement into a competitive advantage. You'll hear how first-party data and productised measurement tools are being used to prove campaign outcomes, how automated reporting is changing the sales conversation, and how publisher alliances are building audience-led propositions that compete with the simplicity and performance of major platforms. The focus here is practical: how measurement helps publishers retain advertisers, justify premium pricing, and capture budgets that might otherwise go elsewhere.
Click here for more information on this module