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Reshaping media organisations for the future with the right tools, skills, and approaches in advertising is the focus of this module. Featured case studies include how The Globe and Mail developed an in-house content creation studio for maximising revenue, how Reach plc developed highly targeted and effective advertising opportunities and its data-fueled branded content campaigns, how Aftonbladet works with e-commerce to diversify its monetisation strategy, and how Mediahuis Ireland created a programmatic advertising strategy that increases revenues and improves advertising performance.