March 25 Webinar (included with your membership)

Programmatic advertising: How it can be used and how you can compete with it

If the digital advertising you’re selling is restricted to your own newspaper’s website, then likely there are now ad agencies and local media companies who are offering your current and prospective advertisers a different kind of online advertising. It’s called programmatic advertising, and it can reach the exact audience a business is targeting — on virtually any device on any website in any area at any time.

In this webinar, digital ad sales consultant and trainer Bob McInnis will share the processes and technologies that makes programmatic advertising possible, the various ways it can be used, and how you can compete with it. You’ll leave the session with an understanding of this media that’ll help you hold your own in conversations with your current and prospective customers and even discuss how all programmatic media are created equal.

The session also will give a great refresher to salespeople at those newspapers who are already selling programmatic advertising.

If you can't participate on March 25, no problem! Register anyway and view a recording of the webinar at your convenience.

Registration instructions:

Members of America's Newspapers can register for webinars at no cost.

Registrations will be accepted up until the day of the webinar.

  • Members should email for the COUPON CODE to register free (if you don't already have the America's Newspapers code)
  • Click here to register
  • In the COUPON CODE field at the bottom of the screen, enter the America's Newspapers code to register free.

Can't attend the program at this time? Sign up for the archived version

Sign up for the program and watch it when it's convenient for you with our webinar archives. You receive free access as part of your registration.


For registration questions, please contact:

If you need assistance immediately prior to a webinar, please contact: (515) 244-2145.

Our presenter

Bob McInnis is a 30-year veteran of the business side of the newspaper industry. After graduating from Dartmouth College in 1984, he got a job as a newspaper ad rep at his hometown’s weekly newspaper group.

He eventually served as ad director there and at a larger group of 10 quality community newspapers before being hired by 750,000-circulation Newsday/New York Newsday as training manager, responsible for the training and support of more than 100 ad reps.

He then launched his consulting practice and has spent the years since working with more than 1,000 newspapers and newspaper associations throughout the world. While the variety of products have evolved over the years to include digital, the motivations behind why local businesses buy advertising has not, making the integration of paid digital — and even selling against social media — seamless.

McInnis teaches the latest techniques in digital lead generation, revenue generation and marketing automation at Hofstra University’s Zarb School of Business in New York City. He also speaks extensively about programmatic advertising. You can learn more at