The internet today has turned into a giant version of Times Square, where companies and brands are in our face, desperately trying to grab our attention—but it’s time to pull the plug I mean, really... who actually likes the constant interruption of flashy pop-ups, and annoying advertising we run into EVERYWHERE online today. In this presentation we will enlighten three things marketers completely have misunderstood. There things we need to change to create a sustainable future for the media landscape where added value and engagement are in focus Bio Henric Smolak has been passionate about changing the media landscape since his first startup Qulart who wanted to create a new way to discover content in a personalized media platform which recommended you the best available content on the web. His next journey has been with the content recommendation platform Strossle which has become one of the biggest in Europe. Strossle has 10 offices in Europe and serves over 3 billion content recommendations every month. Strossle aims to become the the publisher’s best friend and a top of the line distribution platform for both publishers and brands. Henric is an evangelist in Content Marketing and Native Advertising and is fighting for a brighter future for the industry. He believes in a digital climate which is qualitative both for the users, publishers and brand and believes that the Internet today has become a giant Times Square where everyone tries to steal your attention. Henric also hosts Sweden’s biggest tech podcast, is a course leader in Digital Media and Content Marketing and is a frequently hired Keynote speaker internationally. Henric is a member of the board in IAB’s Native Task Force in the Nordics.