Alberto Mari, has been working in the media and publishing industry for several years. He started coordinating the production of printed and digital books for a publishing company in Milan, he then moved into digital marketing at Microsoft where he headed the digital marketing strategy for small businesses. Mr Mari has then been supervising the start-up and development of .Fox Networks in Italy, combining Fox’s and MySpace’s branded content projects with the development of new non-invasive video advertising formats. In 2012, the Italian branch of Outbrain opened, where Mr Mari was Country Manager until 2017, bringing the model of content discovery and native advertising to Italy. He was part of the IAB work table on native advertising, collaborating in the implementation of the IAB guidelines on this communication format. In January 2018 he joined Applicaster to open the Italian and South European market and recently moved to London as Director of Sales. He has a degree in Philosophy and is the author of several publications on digital music, publishing and online marketing.