During her tenure at The New York Times, Sasha Heroy has built proprietary advertising platforms, products and formats, and has also overseen the integration of numerous vendor technologies. Today, she leads the teams responsible for the planning and execution of ad products across the Times's digital properties and transaction channels. Following a series of successful contextual targeting product launches, her team recently facilitated the transition of advertising campaigns from third- to first-party data with a suite of more than a hundred proprietary, high-quality audiences.