Friday
The rules of publisher advertising are being rewritten. Traffic is declining, display alone won’t work, and the most successful news organisations are building diversified, high-value advertising portfolios that go far beyond the banner. In this seminar, leading publishers and industry architects share how they’re creating the next generation of sellable advertising products — from branded content studios and storytelling-led campaigns to AI-powered ad operations, agentic infrastructure standards, and data-driven content marketing at scale. We’ll explore how publishers are packaging and positioning inventory for a world where advertisers need more evidence of success as well as how technical standards are evolving to support (or challenge) publisher value. Whether you’re rethinking your go-to-market strategy, exploring new formats, or preparing for the agentic advertising era, this session offers practical playbooks from publishers and partners who are building what’s next.
INMA Advertising Initiative Lead Gabriel Dorosz sets the context for the session, outlining why the rules of publisher advertising are being rewritten and what the afternoon's conversations will cover.
News consumption is rapidly shifting across platforms, AI interfaces, and distributed environments, challenging the traditional role of news brands as destinations. The goal is not to predict one future, but to identify the capabilities publishers need to remain commercially relevant across several
The two primary challenges publishers face today are the loss of signals due to browser privacy changes and traffic declines caused by AI search. Shailley will walk through new technological foundations for reclaiming control of the advertising stack and address how emerging agentic standards fit into this picture.
How COPE transformed its first-party data strategy into a sustainable competitive advantage — integrating consented user insights, contextual intelligence, and privacy-first data collaboration across a multi-brand publishing group to shift from commodity reach to trusted, addressable relationships at scale.
Bonnier News combines a century of journalistic credibility, daily reach to 51% of the Swedish population, and a logged-in subscriber base across two distinct ecosystems. This session walks through how Bonnier is layering retail media technology on top of that foundation to close the loop between content consumption and purchase.
Russmedia has spent three years proving that ads that deliver real value outperform traditional formats by up to 20x. This session makes the case for a new category of utility inventory — AI-powered micro-apps measured on outcomes, not impressions — and what it takes to make the shift from selling ad space to selling ad function.
A three-part practical playbook: using first-party data to hold yield and prove effectiveness to clients; making the move to visual storytelling and leveraging the yield differential of video; and off-platform visual storytelling as both a brand-building tool for younger audiences and a meaningful revenue diversification strategy.