Mounia Lalmas is a Director of Research at Yahoo Labs Londonwhere she leads a team of scientists working on Advertising Quality. She also hold an Honorary Professorship at University College London. Her work focuses on studying user engagement in areas such as native advertising, digital media, social media, and search, and across devices. Prior to this, she held a Microsoft Research/RAEng Research Chair at the School of Computing Science, University of Glasgow. Before that, she was Professor of Information Retrieval at the Department of Computer Science at Queen Mary, University of London. She co-led the Evaluation Initiative for XML Retrieval (INEX), a large-scale project with over 80 participating organizations worldwide, which was responsible for defining the nature of XML retrieval, and how it should be evaluated. She also pursue research in social media and search.