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Ari Rosenberg

Member since June 2004Contact Ari

Provide media sales consulting services with a focus on sales training and licensing of patented IPC pricing system that rewards advertisers for placing ads users like.

Articles by Ari All articles by Ari

  • Programmatic TV Ad Buying Will Never Work  in Online Publishing Insider on 12/08/2016

    First, let's define "work" in the context of old-media publishers and how buyers agreed to define it. Pre-new media, the definition of a "publisher working" was primarily defined by how many people consumed the content a publisher produced in any media, and the depth of this consumption. The beauty of this old-media definition of working was the proper alignment of incentives. Whether you were a publisher or an advertiser, investing in better content produced deeper connections with consumers. As a result, publishers made more money, and advertisers felt better about spending it. When new-media publishers arrived, driven by the frenzy of venture capital dollars, these publishers agreed to deliver unrealistic ad revenue goals despite having no established record of "working."

  • Programmatic Is Problematic, Even When It Works in Online Publishing Insider on 12/01/2016

    The problems with programmatic are well-covered and greatly ignored. Reported growth in spending continues to fan the frenzy, while sweeping significant problems under the rug.

  • What I Missed About Facebook in Online Publishing Insider on 11/10/2016

    No one will confuse me with Brian Wieser or Peter Stabler, but I can pick successful digital media companies because I live in this space and understand how ads get sold day-to-day and quarter-to-quarter. The company I totally swung and missed on, however, was Facebook.

  • The Greatest Native Advertising Campaign Of All Time in Online Publishing Insider on 10/21/2016

    Donald Trump's run for president may be the most brilliant native ad campaign of all time.

  • No One Will Admit The Biggest Problem With Internet Advertising  in Online Publishing Insider on 09/29/2016

    The biggest problem with Internet advertising is a lack of character. All our problems are self-inflicted, triggered by decisions made by digital ad leaders who continue to choose the path to easier money over the moral high road.

  • Programmatic TV Ad Buying Will Never Work  in Online Publishing Insider on 09/08/2016

    First, let's define "work" in the context of old-media publishers and how buyers agreed to define it. Pre-new media, the definition of a "publisher working" was primarily defined by how many people consumed the content a publisher produced in any media, and the depth of this consumption. The beauty of this old-media definition of working was the proper alignment of incentives. Whether you were a publisher or an advertiser, investing in better content produced deeper connections with consumers. As a result, publishers made more money, and advertisers felt better about spending it. When new-media publishers arrived, driven by the frenzy of venture capital dollars, these publishers agreed to deliver unrealistic ad revenue goals despite having no established record of "working."

  • Winter Is Coming in Online Publishing Insider on 08/18/2016

    I don't watch "Game of Thrones," but I understand it's layered with pessimism. I am an optimist, but am having real trouble ignoring the cold realities of the digital publishing market.

  • Today, I Accept Your Nomination in Online Publishing Insider on 08/04/2016

    For years we have blamed the banner (display) ad for all of our problems. The thing is, the ad banner didn't fail us. We failed it. We were handed a new medium with millions of consumers on day one. We were handed an exciting new ad to sell to advertisers that could instantly transfer a consumer to an advertiser's (online) store. We were selling time travel. Advertisers, while initially skeptical, quickly started writing big checks to buy these display ad banners. Then we screwed it all up. So what's the problem today? Just about everything. In my fantasy of being nominated to restore order to the business of digital media so it is sustainable for generations to come and not just the next big deal, here is my first 100-day plan to fix the system we broke.

  • Run, Tim, Run in Online Publishing Insider on 07/28/2016

    In 2009, Tim Armstrong took over AOL and I wrote this column. In light of the Verizon-Yahoo deal, in which Yahoo will be integrated with AOL, it seems newly relevant.

  • 'Who Does That?'-- A Lesson For All Sellers in Online Publishing Insider on 07/14/2016

    Two weeks ago, I got to spend time with Noel, a former co-worker of mine from the dot-com 1.0 daze. He shared a story that stuck with me enough to write about, because there was a simple lesson in it for all of us selling for a living.

Comments by Ari All comments by Ari

  • Programmatic TV Ad Buying Will Never Work by Ari Rosenberg (Online Publishing Insider on 12/08/2016)

    @David -- I wrote this column a few months back and MP republished this week -- amazing how quickly things can change -- I will read Irwin's comments -- thanks so much for sharing.

  • Programmatic Is Problematic, Even When It Works by Ari Rosenberg (Online Publishing Insider on 12/01/2016)

    @Lubin, my brain doesn't think about the problem the way yours does which is why I enjoy your comments so much.  To clarify, I think about this problem is a very simple way.How many print magazines does an advertiser have to choose from to run an ad?  10,000?  20,000?  I have no idea but let's take the high end and say there are 50,000 magazines in total an advertiser can possible run an ad.How many radio stations or TV stations are there?  Let's say 50,000 of each just for argument sake ok.With Internet advertising, there are literally millions of web sites that carry advertising.  That's because programmatic triggers the serving of paid ads onto all these sites.My contention is that just because you produce a web site should NOT mean you have earned the right to display advertising.  Programmatic eliminates the standards and thresholds other media have placed on publishers to be deemed worthy of running ads.  So we have millions of inferior quality web sites running ads and programmatic makes that happen.My argument is much simpler than you think my friend.

  • Ad Execs United On Data Ownership, Divided On Whether It Belongs To Agencies Or Clients by Joe Mandese (MediaDailyNews on 12/01/2016)

    Jack have you ever tried opting out of having your data collected?  You would have an easier time flying to the moon

  • Ad Execs United On Data Ownership, Divided On Whether It Belongs To Agencies Or Clients by Joe Mandese (MediaDailyNews on 12/01/2016)

    Andrew you just landed a huge punch to the gut it's hard to disagree with you but you are missing one point -- knowing what we like what we want and what we buy starts with "knowing" so brand awareness has to be factored and that's where contextual advertising when done right fits 

  • Ad Execs United On Data Ownership, Divided On Whether It Belongs To Agencies Or Clients by Joe Mandese (MediaDailyNews on 12/01/2016)

    We take consumer data without asking permission and then argue who owns it?  I log one vote that the consumer owns their own data.

  • The Flailing Donald Trump by Joe Mandese (MediaDailyNews on 11/23/2016)

    Joe I know very little about the broader business of journalism, but I do know how to make money selling advertising and the core reason why display advertising hasn't worked well on premium publisher sites for years, is because from the very beginning we launched the wrong model -- selling impressions instead of a total audience -- to compound this problem we sold multiple ads on each page to multiple advertisers so when an advertiser visited a premium publisher's site and saw that mess they saw no value in the ads they bought -- had we limited each page view to ONE advertiser and had created a roadblock model where advertisers bought the site either by day, by week or heck even by hour, we would have solved the supply problem that has plagued online advertising from day one -- these would have been simple fixes that would have helped the "ad revenue" side of this equation -- getting people to pay a subscription -- I got no words of advice on that part -- I am just an ad sales guy.

  • Giving Thanks To Our Broken Industry by Maarten Albarda (Online Spin on 11/21/2016)

    well played my fellow contributor, well played -- not sure you read today by apparently Sylvestor Stallone died today -- I saw the headline in an ad on Yahoo so it must be true :) -- keep fighting the good fight Maarten we'll get there.Ari

  • Moving Past The Echo Chamber Of Our Own Jargon by Dave Morgan (Online Spin on 11/17/2016)

    Dave I must have missed this column the first time around. Funny but today at lunch (Pershing Square) a woman next to me said to her friends "my daughter got a job at a digital advertising agency and well, I have no idea what she does" This woman is no different than many people even inside the ad business -- we have made things way too complicated and go out of our way to do so instead of using common language -- that said I have always felt that in regards to driving sales (ROI) we as publishing vendors should not shoulder that responsibility -- our job is to garner the loyal and engaged attention of the consumer, and then make the introduction. That's what we should be measuring -- if the ad failed to move the needle or make the sale or even when it does succeed in doing so, it is neither our fault as publishers or our doing

  • Snap Inc. Files For IPO by Gavin O'Malley (Social Media & Marketing Daily on 11/15/2016)

    Gavin this will be an interesting one to watch -- unlike FB and Google -- Snapchat will earn the small business ad dollars those two companies rely on for their continued growth.  Snapchat does own this younger demographic for sure -- but for it to grow it will literally have to pull ad dollars away from TV which has always been a challenge.  Thanks for this report -- going to keep a close eye on this one for sure.

  • Make America Grate Again! by Joe Mandese (MediaDailyNews on 11/09/2016)

    Joe count me in as another columnist who blew this call -- I really thought Trump was promoting his new condo development and running for president seemed like a solid way to generate awareness.  I blew that call big time -- and I am open to the idea that somehow, some way, as shocking as this win may appear, he shocks again and turns out to be a a great president.  You never know what kind of president someone will be until they actually become one.

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