A Conversation with Eugenia Leonardi, Head of Ad Operations at Citynews
Welcome to Industry Perspectives, the content series from Onetag where we spotlight the people shaping the evolution of programmatic and ad tech. Each edition brings forward real voices from across the ecosystem, sharing hands-on experience and thoughtful views on how the industry is changing.
In this edition, we speak with Eugenia Leonardi, Head of Ad Operations at Citynews. From her cross-functional role within a leading digital publisher, Eugenia shares a grounded perspective on digital publishing — looking beyond headline metrics to the processes, efficiency, and people that truly create value across the programmatic ecosystem.
Q: What gives you the most energy in your current role, and what keeps you motivated in such a dynamic industry?
I feel very privileged in the role I hold. As Head of Ad Operations at Citynews, I have the opportunity to work with almost every department in the company. I collaborate closely with senior management, finance, human resources, as well as marketing and the technology and development teams.
This position gives me a truly cross-functional perspective and allows me to really understand how a digital company works as a whole. Seeing how every team and every individual contributes to keeping the business running makes my job extremely dynamic. Let’s just say there’s never a dull moment.
Q: What’s one myth about digital publishing that you’d like to debunk?
I’d definitely say the one related to data. It’s true that data is central and fundamental in digital, but too often people stop at a “+10” or a “-10” without explaining the context behind those numbers. This can lead to misleading interpretations, both for those already working in the industry and for those approaching it for the first time.
In my view, we should look beyond headline metrics and focus more on what actually generated those results. A large part of the work — I’d say around 80% — lies in the process that leads to the outcome. Less appearance, more substance.
Q: What’s one thing you wish ad tech understood better from a publisher’s perspective?
From my point of view, especially when European or regulatory rules change, it would be essential to have clearer documentation and better-structured training, with a strong practical focus. This would greatly help publishers, both in retaining users and in protecting monetization.
The user is at the center: without users there’s no readership, and without readership there’s no monetization. That’s why documentation needs to be accessible even to those new to the digital world — less technical, more user-friendly, and supported by concrete examples.
Q: What does the concept of “value” mean to you in today’s programmatic supply chain?
For me, value lies in efficiency. A shorter supply chain, with fewer layers and intermediaries, benefits publishers as well as everyone else involved. Simplifying as much as possible means optimizing processes and creating real value for all parties.
Q: If you could fast-forward five years, what would you hope the industry talked less about — and more about?
This ties back to the earlier point about data. Digital, by its nature, is something intangible: we use it every day, but we can’t physically touch it. In the coming years, I’d like to see more focus on the human side of digital — the real work behind the processes and technologies.
Many of us have seen digital emerge almost “out of nothing,” without really perceiving how it was built. Bringing people closer to the processes would make the industry more tangible and understandable, showing that what we do genuinely leaves a mark.
Q: If your working day had a soundtrack, which song would be on repeat right now?
I go through phases, but lately I’ve been listening to a lot of independent Italian music. Right now, I’d definitely put “Eco” by Joan Thiele on repeat — it’s about self-determination and gives me a lot of energy.
Q: If you didn’t work in this industry, what do you think you’d be doing?
As I grew up, I developed a very humanities-focused background and a strong interest in history. Being from Rome, that connection became even more natural: I love the history of my city and really enjoy visiting museums. For a while, I even had the chance to do this professionally, and if I hadn’t ended up in this industry, I probably would have pursued a career as a tour guide.
I enjoy explaining things, especially when it comes to Rome, which I see as the birthplace of culture in many ways. It’s something that has always deeply fascinated me and that I would have happily turned into a profession.
