Rutger Verhoeven has had a long-standing career at the intersection of content, interaction, and innovation. Throughout his career, he has provided guidance for the transformation to online for both Dutch television organisations, as well as for various educational publishers. In addition, he was a host for a television program, a frequent speaker at lectures and events, and a teacher at educational institutions. As one of the founders of smartocto and a highly sought-after consultant for media companies, he offers expertise in the realm of digital transformation, user needs and optimisation of online journalism.