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

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.

10:00 a.m. - 10:15 a.m. (New York time)
Welcome and introduction

Join this session for an overview of what to expect from this master class.

Gabriel Dorosz, Advertising Initiative Lead, INMA, United States



10:15 a.m. - 10:45 a.m. (New York time)
Proven impact: Measuring the value of branded content projects and campaigns in premium news environments.

In the digital world, what is not measured seems to have no value. That is why, in recent years, Editora Globo has developed studies to measure gains in brand recall and the search for more information about advertisers after projects and campaigns, creating mechanisms that enable clients to report backed investment.

Tiago Afonso, Sales and Digital Development Director, Editora Globo, Brazil Silvia Rogar, Head of G Lab, Editora Globo Brazil



10:45 a.m. - 11:15 a.m. (New York time)
From audience to influence: Measuring impact beyond clicks

When purchase journeys are long and attribution is fragmented, alternative signals to clicks are required to understand performance. In this session, Joshua Ford of the Financial Times will walk through how measurement innovations like attention measurement provide publishers with new ways to demonstrate value.

Joshua Ford, Head of Commercial Innovation, Financial Times, United Kingdom



11:15 a.m. - 11:45 p.m. (New York time)
Redefining performance in the first-party data era

Casa Editorial El Tiempo has been experimenting with and incorporating performance solutions into its commercial portfolio for its clients/advertisers, and over the past few years, it has successfully leveraged its first-party data to generate new revenue streams and improve campaign results.

Diego Vallejo, Chief Digital Officer (CDO), Casa Editorial El Tiempo, Colombia




11:45 a.m. - 12:15 p.m. (New York time)
From measurement to impact: Maximising media effectiveness at Schibsted

This session will focus on how Schibsted helps advertisers understand and maximise the effect of their media investments, including the effect measurement solutions Schibsted offers its clients, key effectiveness studies conducted over recent years, examples of collaboration with media agencies to build deeper insight into performance, and processes and tools to help clients optimise the impact of their campaigns across Schibsted’s inventory.

Line Arneberg, Strategic Insights Manager, Schibsted, Norway



12:15 p.m. - 12:30 p.m. (New York time)
Wrap up of Module 1 and preview of Module 2
Gabriel Dorosz, Advertising Initiative Lead, INMA

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

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.

10:00 a.m. - 10:15 a.m. (New York time)
Welcome, recap, and introductions
Gabriel Dorosz, Advertising Initiative Lead, INMA



10:15 a.m. - 10:45 a.m. (New York time)
From reach to value: How we turned quality engagement into a premium pricing model

You know some of your content performs better. You suspect it may deserve a higher price. The real question is: how do you test that without destabilising your core revenue model? This session walks through a real commercial experiment at Ringier Axel Springer Poland. Alicja Popiel will share how they identified what was worth re-pricing, introduced a controlled premium layer on top of reach, and built the governance needed to protect margin.

Alicja Popiel, Head of Content Marketing Development & Innovation, Ringier Axel Springer, Poland



10:45 a.m. - 11:15 a.m. (New York time)
Attention: A Newsworks study

An in-depth study by Newsworks, Lumen, and effectiveness expert Peter Field, found a clear link between high-attention digital media and advertising effectiveness. This session will explore why not all digital display is equal, the link between attention and brand uplifts, and how increasing investment in high-attention media leads to increased effectiveness.

Heather Dansie, Insight Director, Newsworks, United Kingdom



11:15 a.m. - 11:45 p.m. (New York time)
FAME. Why fewer ads are more effective

The Guardian believes creative is the single biggest driver of advertising effectiveness. But for the creative to work, it needs space to breathe. Right now, digital advertising isn't doing enough of that. In fact, you could say that most of the advertising on the internet looks like it was bought by people who have never been on the internet. The Guardian, in partnership with Differentology, created the FAME index to highlight how different advertising environments affect people in different ways, and ultimately show what sort of advertising environment people really enjoy.

James Fleetham, Director of Advertising, The Guardian, United Kingdom



11:45 a.m. - 12:15 p.m. (New York time)
From first‑party data to proven outcomes: Inside News UK's nucleus measure

This session will spotlight Nucleus Measure, the productised measurement pillar within Nucleus, News UK’s first‑party data offering, showing how they translate trusted, premium environments into outcomes advertisers value. With Brand Metrics and Adelaide embedded, News UK proves full‑funnel brand lift and optimises attention via AU, brought to life through A/B case studies and learnings from thousands of campaigns and 75bn+ impressions to deliver rapid, evidence‑based recommendations.

Alessandra Corrado, Strategic Development Lead - Data, News UK



12:15 p.m. - 12:30 p.m. (New York time)
Wrap up of Module 2 and preview of Module 3
Gabriel Dorosz, Advertising Initiative Lead, INMA

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

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.

10:00 a.m. - 10:15 a.m. (New York time)
Welcome, recap, and introductions
Gabriel Dorosz, Advertising Initiative Lead, INMA



10:15 a.m. - 10:45 a.m. (New York time)
Demonstrating campaign impact and driving outcomes

Nine in Australia shares insight into the challenges they have faced in measuring campaign effectiveness for advertising partners and the data infrastructure they have built to overcome these challenges. Through investment in data centralisation, identity resolution, and outcome-based reporting, Nine is able to demonstrate campaign impact in driving business outcomes for their advertising partners.

Stephanie Drabble, Director, Digital Product Commercialisation & Strategy, Nine, Australia
Daniel Roman, Data Commercialisation Manager, Nine, Australia



10:45 a.m. - 11:15 a.m. (New York time)
Effectiveness insights: The creation of a tailor-made campaign insights report

This session outlines the rationale and key decisions behind the creation of a campaign insights report, including its advantages and limitations. It highlights the main implementation learnings and the feedback from sales teams and clients. The objective is not only to improve service quality but also to increase follow-up campaign sales through actionable insights.

Katrien Berte, Data Project Manager, Mediafin, Belgium
Sven Lybaert, Head of Digital & Agencies, Mediafin, Belgium



11:15 a.m. - 11:45 a.m. (New York time)
Playing the platforms at their own game

Ozone is a digital advertising platform created by leading global publishers to compete with the social and tech giants for online display and video budgets. In this session, the Ozone team will demonstrate how the collective power of premium publisher audiences is providing brands with an alternative to the simplicity and performance that allows the big platforms to dominate media plans. In addition to showing how their audience-led proposition is complementary to publishers' direct sales efforts, they will also demonstrate real-life campaign results and business initiatives that are driving incremental revenue into the publishing sector.

Dipti Patel, Senior Director, Publisher Development, Ozone, United Kingdom Craig Tuck, Chief Revenue Officer, Ozone, United Kingdom



11:45 a.m. - 12:15 p.m. (New York time)
The past, present, and future of publisher advertising measurement

This closing session traces the arc of publisher measurement from legacy reach and frequency reporting, through the emergence of attention metrics, brand lift studies, and first-party data activation, to the frontier that's still being defined: publisher visibility in marketing mix models, closed-loop attribution, incrementality testing, and the growing expectation that news media can compete on performance outcomes, not just brand-building proxies. Gabriel Dorosz will connect the themes explored across all three modules, address the areas where publisher measurement still has significant gaps to close, and offer a practical framework for how publishers at different stages of maturity can prioritise their measurement investments in a landscape that is very much in flux and where the buy side says the current system isn't working for anyone.

Gabriel Dorosz, Advertising Initiative Lead, INMA



12:15 p.m. - 12:30 p.m. (New York time)
Wrap-up of module 3 and the master class