News UK’s findings – that behaviour is driven by content and not platform – challenges the commonly-held belief that the reverse is true. But what does this mean for how we engage audiences and sell audiences to advertisers? Abba Newbery is responsible for developing longer-term advertising models across platform, publication and audience that allows News UK, including flagship titles The Times and The Sun, to remain relevant to the changing needs of advertisers, ensuring a commercially viable but platform agnostic future. Abba will also talk about the impact of the paywalls on the advertising strategy.