Guardian US senior vice president for advertising Luis Romero talks to Press Gazette about what it is like to sell in the toughest ad market since 2008.
He also shares some tactics and strategies the Guardian is deploying to persuade more brands to spend money on reaching its 40m US readers per month.
His pitch is a simply one - stop supporting the dark corners of the internet on tech platforms and instead help fund a news business which is shining light on the world's most important issues.