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Actionable, media-focused insights into emerging opportunities

Advertising Initiative

How to implement first party data-led, media advertising sales whilst applying appropriate automation and new revenue streams

Scope of the Initiative

First-party data for advertising: from architecture to sales

  • Media companies may be collecting data, but how is this put into action for growing advertising sales?
  • Building strategy, elements of, extracting, manipulating, exploiting data, insights, consequential premium/consultative selling, what are advertisers wanting?
  • Improving metrics and UX.

Advertising automation

  • What best practice case studies are out there?
  • How to handle any shift internally?
  • What are the benefits internally and externally?

Increasing advertising revenue diversification

  • What is the right mix of revenue areas?
  • What does a modern media company focus on for future revenue?
  • Where should we place our bets (e-commerce, video, audio, branded content)?

Ways to Connect


Get bi-weekly Advertising Initiative newsletters in your inbox. Sign up here


Join product peers for practical members-only upcoming webinars.

Master Classes

Link to the best advertising minds, exchange ideas at deep-dive master classes. See schedule here


Download our latest reports on advertising sales. Click here to view.


At INMA conferences throughout the year, get an executive-level overview of advertising trends and developments.

Ask me anything

Corporate members may connect with the Advertising Initiative lead for private briefings on key topics.


How to rejuvenate data- and research-backed media advertising sales for a resurgent post-pandemic market is the focus of INMA’s Advertising Initiative. Our aim is to provide actionable, unique insights, thought leadership, and education into future media advertising opportunities for CEOs, senior managements, and sales teams. Our 2021-2022 focus is on media-oriented ad formats, sales teams, and print. The INMA Advertising Initiative was approved by the association’s Board of Directors and implemented September 1, 2021

Advertising Initiative Lead

Mark Challinor is a London-based media executive with extensive commercial experience in marketing and mobile spaces. His more than three-decade career includes senior roles at Associated Newspapers, Telegraph Media Group, and Trinity Mirror (now Reach), and today he consults with media companies, is a panel member with the U.K. Committee of Advertising Practice at the Advertising Standards Authority, and co-hosts the U.K. Brand Show on business radio. In addition to his role with the INMA Advertising Initiative, Mark is the association’s executive producer in charge of Webinar programming and a former INMA president.

Advertising Initiative Advisory Council

  • Tracy Day
    Managing Director of Ad Product snad Innovation
    The Globe and Mail
  • Steven Hutton
    Group Sales Director
    New Zealand
  • Stephan Thurm
    FUNKE Mediengruppe
  • Latha Rao-Cheney
    Senior Vice President of Sales
    MediaNews Group
    United Kingdom
  • Justin Frame
    VP Digital Performance
    United States
  • Partha Sinha
    President, Response
    Times Group
  • Marcelo Benez
    Chief Commercial Officer
    Folha de S.Paulo