Initiative Leads
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.
Advertising Initiative posts by Gabriel Dorosz
13 Blog Posts
