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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

  • New Year, Same IAB (Interactive Advertising Bull) in Online Publishing Insider on 01/05/2017

    It's a new year, and the Interactive Advertising Bureau is churning out the same old BS: "Digital Ad Market Soars 20% in Q3, Approaches $18 Billion"

  • 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.

Comments by Ari All comments by Ari

  • Trump's Inauguration Is Like The Finale Of A Very Long, Real-Life Reality Show by Adam Buckman (TVBlog on 01/20/2017)

    Great great unbiased column thank you 

  • The Magic Of Donald Trump by Joe Mandese (MediaDailyNews on 01/20/2017)

    This is flat out fantastic writing.

  • New Year, Same IAB (Interactive Advertising Bull) by Ari Rosenberg (Online Publishing Insider on 01/05/2017)

    Craig, leave the headline writing to us ok :) -- thanks for chiming in as always -- you bring real experiences to these boards that always make sense nd always promotes sweepstakes of course :) -- Happy New Year.

  • New Year, Same IAB (Interactive Advertising Bull) by Ari Rosenberg (Online Publishing Insider on 01/05/2017)

    Will, I never assume anyone "reads me" so comments like yours are very appreciated so thank you for those words and for contributing greatly to the discussion.  You said it clearer than I did.  Randall Rothenberg and the IAB know eactly what they're doing and that doesn't make them bad, but the IAB has helped with this beat down on pure play content publishers. The question is; are "we knocked out" or can we pull ourselves back up?  I have no idea, but one thing is for sure, if we do the latter don't grab the rope the IAB throws out to help :)

  • New Year, Same IAB (Interactive Advertising Bull) by Ari Rosenberg (Online Publishing Insider on 01/05/2017)

    Ed, do you read the adcontrian / Bon Hoffman?  He blows us all away and a whole lot funnier.  He wrote something I just read that takes a dollar ad spend down to $3 cents (the title of the blog entry I think "My 3 Cents") -- his numbers appear irreftutable --  I like your approach and you can take your number down by 30% to be generous, and you would be accurate on the real Internet ad dollars out there for real publishers.  The IAB never upheld it's promise to build the branding value in Internet advertising because they realized quickly their money was in the DR / Targeting and hence ad tech at the expense of premium publishers.  As always, thanks for the read and the comment.

  • New Year, Same IAB (Interactive Advertising Bull) by Ari Rosenberg (Online Publishing Insider on 01/05/2017)

    Thanks Gayle.  I know this is hard to believe, but I don't look for ways to stick it to the IAB but I am just not wired to sit back and say nothing as we all watch them shove more bullshit into the industry -- its both insulting and a terrible disservice to publishers.  Happy New Year to you as well :)

  • Twitter Turmoil Reaches Asia by John Motavalli (Programmatic Insider on 01/04/2017)

    Nice report John -- thanks.  Twitter's doesn't deliver the kind of ad experience Facebook delivers to brands and most importantly, small business owners and Twitter I can't imagaine, touches the cost per click Google delivers.  Twitter's ad problem is that it's a "tweener" -- not a brand play not a cost per action play and they will take a back seat to the visual integration SNAP is delivering -- so yeah their core ad business is in a lot of trouble.  I would blow up their whole model and start selling one :15 second video ad to EVERY user who logs on each day and re-forecast their revenues based on that approach...

  • I Read The News Today, Oh Boy: Influencer Marketing In The Age Of Fake News by Devon Wijesinghe (Marketing Daily on 12/30/2016)

    Devon this is a great piece of writing glad I caught it -- thank you.

  • 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.

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