Beyond Traffic: How Publishers Are Diversifying Advertising Revenue
Presented by David Murphy, Group Head of Digital, The Irish Times, Tuomas Airisto, Chief Commercial Officer, Sanoma Media Finland
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Originally presented: 25 June 2025
Join executives from two top news media companies as they share practical strategies for building direct relationships, implementing engagement-focused KPIs, and demonstrating to advertisers why engaged audiences command premium CPMs over anonymous traffic.
David Murphy, Group Head of Digital Solutions from The Irish Times Group takes you through their journey navigating a fast changing Irish advertising landscape, sharing experiences and lessons learned along the way. He shows how they adapted to shifting trends, from testing out new ad tactics to focusing on the bigger picture by putting attention and trust at the heart of advertising, rather than just chasing short term wins.
Tuomas Airisto, Chief Commercial Officer (b2b) of Sanoma Media Finland talks about the strategic thinking behind Sanoma’s digital advertising. He goes through some ad productization examples and the reasoning behind them, as well as quickly walks through of the evolution of digital advertising self-service platform Sanoma Ad Manager.
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