INMA’s Advertising Initiative looks at how media companies are navigating and finding paths forward through the challenges of the “post-traffic era” for news media digital advertising. From first-party data to premium ad products to AI, measurement and brand safety, we want to advance a deeper, clearer understanding of the evolving advertising landscape by exploring innovations, demystifying complexity, and translating insights into strategies that build sustainable, future-ready advertising models.

Among deliverables INMA members have received this year:

• Newsletters and blogs: 13 bi-weekly newsletters and 26+ blogs based on original interviews and insights with advertising leaders at media companies.
• Slack channel: Hundreds of posts by Gabriel on advertising developments around the news industry, along with feedback from INMA members.
• Webinars: 4 Webinars dissecting the Advertising landscape at media companies, mostly case studies.
• Reports: Several reports about advertising have been published, focused on common practices distilled across the INMA network and 10 media-specific problems to be solved by advertising.
• Master class and workshops: A September master class looked at turning first-party data into revenue and building a sustainable advantage in the privacy-first ad economy.
• Ask Me Anything sessions: Gabriel has conducted more than 10 high-impact Ask Me Anything sessions with INMA corporate members — via Zoom, in person, via e-mail, and by way of a myriad of other member-exclusive channels.

Gabriel (Gabe) Dorosz is a strategist, researcher, and media industry leader with a career that’s spanned nearly three decades at the intersections of digital media, advertising, brands, data, technology, experiences, and ideas. With nearly 30 years of experience in digital media and advertising — including seven years leading strategy & insights for advertising at The New York Times — he’s witnessed firsthand the challenges of news media advertising.

Specifically, he was executive strategy director, advertising at the Times from 2018 to 2021, and served as head of audience strategy & insights at the Times in 2021-2025 before leaving to found a consultancy focused on creating a better and more rational media ecosystem for publishers, brands, and audiences — which led him to INMA.

His work at New York Times Advertising fueled innovations and launches including NYTA's first-to-market Attention Measurement practice; GenAI targeting tool BrandMatch; the identification and subsequent monetisation of Times Portfolio “superusers” through a multi-wave mixed-method research project and NYTA's overall Portfolio offering and efforts to “reshape the ad economy” more broadly.

Prior to The Times he held agency strategy roles at WPP, FCB, Red Antler, Cramer-Krasselt, and others, and in his early days he built award-winning brand sites, digital experiences, and interactive applications.

Gabe is active in strategy, research, media, and insights communities along with industry organisations such as the IAB, ARF, and CIMM. He also is a frequent industry speaker, writer, and commenter.

The International News Media Association (INMA) is a global community of market-leading news media companies reinventing how they engage audiences and grow revenue in a multi-media environment. The fast-growing INMA community consists of more than 23,000 executives at 1,000+ media companies in 100+ countries. INMA is the news media industry's foremost ideas- and insights-sharing network with members connected via conferences, reports, Webinars, and an unparalleled archive of best practices.