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Ari Rosenberg

Member since June 2004

Provide media sales consulting services with a focus pricing techniques

Articles by Ari All articles by Ari

  • Here We Go Again in Online Publishing Insider on 09/11/2014

    Today's date creeps up every year, kidnaps my subconscious, and dumps it unmercifully back to that day. My memories are as clear as the sky that dreadful morning.

  • Can You Smell That? in Online Publishing Insider on 08/21/2014

    What bothers me the most about the online advertising industry is the amount of bullshit we shovel into it. Maybe you can make a case this stink permeates all of advertising, but it sure does smell in our little corner of the ad world.

  • Problems And Predictions  in Online Publishing Insider on 07/31/2014

    Even companies that make billions of ad dollars have problems. The question is how much these problems will impede future growth. Here are the problems the biggest names in online publishing not named Google face, and what their futures could look like.

  • The Earth Isn't Flat  in Online Publishing Insider on 07/10/2014

    When a premium publisher with professional journalists and writers sell ads on an exchange (open or private), what they are really doing is disconnecting the value of their professionally produced content from their ad sales proposition. The value buyers place on these programmatic ads is tied to data and performance. Content is eliminated -- or at best, severely diminished -- from the equation.

  • Print Publishers Should Pivot Back To Print in Online Publishing Insider on 06/19/2014

    Numbers don't lie -- unless you're talking about the listed height of pro athletes, or click-through rates on mobile ads. Those aside, here's the math behind this radical proposal for premium print publishers to start selling their online ad impressions to print buyers:

  • Smartphones, Mad Men, And The Decline Of Social Media in Online Publishing Insider on 05/29/2014

    Michael Ginsberg, the character in "Mad Men," has always been a loose cannon, and the fictional ad agency's purchase of an IBM 360 mainframe computer caused him to pull his own trigger. "The computer makes you do things," he claimed. He sought relief from the internal psychotic pressure created by the presence of this computer by cutting off his right nipple and handing it to his boss in a gift box.

  • The Sounds Of Settling  in Online Publishing Insider on 05/08/2014

    When a house gets older, it starts to make noises. Those creaks and crackles are not the sounds of ghosts; they are the sounds of a house settling. I am hearing those same sounds in the online ad world. A press release here, a news report there, and comments heard in the course of business, all start to add up. It has been 20 years since we sold our first banner and we're starting to settle as an industry. For all the talk about how much has changed in online over this time, the reality is, so much more has not changed.

  • Is Online Advertising Really A $42.8B Industry? in Online Publishing Insider on 04/17/2014

    Last week's press release from the IAB, in conjunction with PricewaterhouseCoopers, stated that total U.S. online advertising spending in 2013 was $42.8 billion. "More than TV for the first time," shouted the headlines. Let's pull the curtains open on this smoke-and-mirrors total spending show, and see what we really have.

  • Yahoo Has Become A Litter Box For Online Advertising  in Online Publishing Insider on 03/27/2014

    I feel like the woman in that Esurance commercial. Not the one posting pictures from her vacation on the living room "wall" -- the other one; the one who gets "unfriended" and then exasperatingly shares, "That's not how it works. That's not how any of this works." Venture-capital-fueled ad tech companies have convinced traditional publishing companies with rich and successful histories of selling advertising, that they no longer know how selling advertising works. The ad tech collective calling card reads, "This new way is way better than your old way." Better for whom?

  • You Can't Spell $ales Without Team in Online Publishing Insider on 03/06/2014

    My issue with programmatic buying is that there's not much selling. Publishers don't really set the sale price for their product; they suggest one that invariably needs to be lowered after a buy begins. Publishers have no say on a minimum time or budget commitment either, to access their audience, as those factors are also dictated by the buyer on risk-free terms that guarantee the publisher nothing.

Comments by Ari All comments by Ari

  • Here We Go Again by Ari Rosenberg (Online Publishing Insider on 09/11/2014)

    Wow Kevin did you just paint a clear picture of what it was like to be in San Francisco that day -- thank you for sharing -- and although they felt like rumors that day in SF it shows how the fear created in the eastern time zone was just as powerful in the West. Thanks so much for digging deep and sharing these thoughts -- they are chilling.

  • Hey, Marketers: #NeverForget NOT To Advertise About Tragedies by Catharine P. Taylor (Social Media Insider on 09/12/2014)

    Catharine, I could not agree with you more which makes me really question those in charge of marketing and communications at these brands -- this looks like such a no brainer to stay away -- and yet so many brands show no brains by trying to create some bizarre marketing attachment to what was the worst day in our lives.

  • Maybe This Whole Online Advertising Thing Just Isn't Working Out by Kaila Colbin (Online Spin on 09/12/2014)

    Kaila, I have been sitting with similar feelings and I love that you put it out there -- I have always said to anyone who would listen that the solution to this self created problem is quite simple; 1. Make any targeting options opt - in instead of the ridiculousness of trying to understand how to opt out -- that's why users are "opting out" with ad blockers -- taking consumer privacy for granted was the biggest mistake we made and we made this early. 2. Only run one advertiser per page view -- too many people talking at once means nothing gets heard -- it still shocks me how many different ads appear on a single page view -- we look like idiots as an industry with this practice. If we made these two adjustments, online advertising would be tolerable and even appreciated at times when the creative merits the earning of consumer attention instead of trying to kidnap it. Thanks for today's column. Ari

  • Here We Go Again by Ari Rosenberg (Online Publishing Insider on 09/11/2014)

    Hi Andy. Thanks for sharing -- your friend Dave died with Alan at Cantor and may they both rest in peace -- and as a self proclaimed "World's Greatest Uncle" who just got married Saturday where all three of my nephews were my "best men" I am grateful that you didn't lose yours. Be well. Ari

  • Media Fragmentation Means Ad World's Future Based On Audience, Not Content by Dave Morgan (Online Spin on 08/28/2014)

    This column, like all of your arguments, always makes me question mine so thank you. Audience based buying allows for inferior content to generate revenue which results in so many "odd" placements of brands. How do you counter that?

  • Can You Smell That? by Ari Rosenberg (Online Publishing Insider on 08/21/2014)

    Thanks for the kind words about mine. Chris (Elwell) -- funny stuff and yeah we can all lather on to that -- but judging from the responses and just meeting with people, it's clear this industry is made up of a lot more people who see the bullshit as clearly as we do and wish it would wash away -- but somehow bad practices become acceptable ones and that's gotta change for this industry to evolve.

  • Convergence: Pardon The Rant by Eric Korsh (Video Insider on 08/12/2014)

    This is a must read -- great, great job Eric.

  • Ad Exchanges Unclothed by George Simpson (Online Media Daily on 07/25/2014)

    George, so glad I caught this column on the weekend wrap up -- one of the best pieces I have read on MP -- thank you. Ari

  • Should You Be Outraged By Facebook? by Kaila Colbin (Online Spin on 07/11/2014)

    Kaila, the force of your words is astonishing thank you for letting them out of your head.

  • Social Nets Blatantly Stoking The Fires Of Insecurity by Kaila Colbin (Online Spin on 06/28/2014)

    Kaila, first I have to tell you that you continue to be my favorite writer on Mediapost and two, over 60 days ago I walked away from Facebook and Twitter -- I deleted the apps on my phone (but did not shutdown my account) and I feel materially better about myself and my life and I don't miss it one bit -- your column is spot on. Ari

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