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Ari Rosenberg

Member since June 2004 Contact 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

  • 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.

  • Finding The Answer In Search in Online Publishing Insider on 06/23/2016

    Eighty-five percent of all digital advertising dollars don't get spent with premium online publishers. Instead, that ad spend goes to just two companies. What makes this so alarming is that the eyeballs are there. Traditionally, that's the issue with any struggling media -- the consumers aren't there -- but that's never been the problem with online publishers. Fraud, non-human traffic and viewability issues are mild symptoms at best. If those issues went away tomorrow, 85% of all digital ad dollars would still not be spent on premium publishers. So what's the problem?

  • Fixing The Pricing Problem Behind Private Exchanges in Online Publishing Insider on 06/02/2016

    When people hear complicated communication, they nod their heads so they don't seem confused - but inside, their gut is pushing the "someone is trying to sell us something" panic button. The words used to describe private exchanges are still unnecessarily complicated.

  • The Data Tsunami Is Coming in Online Publishing Insider on 05/19/2016

    The premium publishing business online is an unequivocal disaster because we operate it as if consumers will always visit our sites regardless of how badly we treat them. The mentality from the very beginning was, don't worry about this month's audience returning to the site. There will be a brand-new group next month. So let's call them unique monthly users, and let's use them back however we see fit.

  • The Online Digital Video Myth Soars On in Online Publishing Insider on 05/05/2016

    Headlines are bursting with praise this week for the growth of this segment of digital advertising: "Online Digital Video Soars" according to some guy named Joe Mandese. There was also a commentary piece in Adweek that sources a study commissioned by the Interactive Advertising Bureau (conducted by Advertising Perceptions) diving into the reasons behind this soaring growth.

  • Targeting Bayshore Boulevard in Online Publishing Insider on 04/07/2016

    I was driving on 101 South toward the San Francisco airport last week when I abruptly took the Cesar Chavez exit and followed signs to Bayshore Boulevard. I had plenty of time before my flight back to New York left, and seemingly no control over where my car took me. I had to pull into the parking lot of 3240 Bayshore Boulevard again - 13 years since I'd last pulled out.

  • IAB Talks About Consumers, But Doesn't Listen To Them in Online Publishing Insider on 03/17/2016

    A reader of this column invited me as his guest to a digital conference for local publishers two weeks ago in New York, hosted by Borrell Associates. Interactive Advertising Bureau CEO Randall Rothenberg was giving a speech on Adblock Plus, and my reader (thank you, Lubin) thought I would enjoy hearing it.

  • The Trumping Of Adblock Plus in Online Publishing Insider on 03/03/2016

    I met the executives from Adblock Plus at a roundtable gathering in New York a few months back. They came across as well-intended people, authentic in their defense of the consumer. They came across likable - if that should even matter. What does matter: They came across as smart. They are, however, guilty of being a bit nave about the online advertising industry they have commandeered. That will get adjusted over time as they gain more ground between advertisers and publishers.

  • It Happens Faster Than You Think in Online Publishing Insider on 02/18/2016

    My father's birthday was this past Valentine's Day. He would have been 80. My father was never going to be 80. When he was 67 - soon after hearing the term "stage 4"- he went to see the movie "Bad Santa" with me and one of his closest friends, Rob. When the movie ended, I went to the parking lot and pulled the car closer to the entrance. While my car idled, I saw through the theater's glass doors that my dad had fallen and Rob was helping him up. I saw Rob a few weeks later at my father's funeral. He shared with me that as he helped my father regain his feet at the theater, Dad said to him, "When it happens, it happens faster than you think." Premium content publishing on the Web is really dying - and this point, the decline will happen much faster than you think.

Comments by Ari All comments by Ari

  • My Prediction: Mobile Ads Will Be Blocked More Than Those On Desktop by George Simpson (MediaDailyNews on 06/23/2016)

    George, I agree 100 percent with you.  I believe however there is a solution.  The decision to download an ad blocker "happens" at some point, right?  I am just speculating that it occurs after another bad ad experience aka "the final straw."   Mobile bad ad experiences occur because of accidental clicks -- nobody intentionally wants to click on a mobile ad -- literally no one, but the ad gets in the way of a thumb or finger and wala -- a click occurs, the consumer is pissed, and that's the final straw.  The best thing Advertisers (and publishers) can do is not make mobile ads clickable. 

  • Are Publishers The New Quarterbacks? by Marc Rothschild (Publishers Daily on 06/20/2016)

    wow that's great thinking and even better writing.

  • Silence = Death by Bob Garfield (Garfield at Large on 05/31/2016)

    Bob and every other non Trump supporter -- stay calm -- the BEST thing that can happen to this country is to have Trump win.  When Obama won the election we all assumed racism in our country would surely decline as we recognized an African American to the highest position of leadership.  Well, the opposite occurred as racism rose up and dominated more rationale behavior.  The worst kind of racist is a silent one.  Give Trump and his supporters the microphone so racism can feel like its safe to come out from its hiding spots and watch as human kindness rises up and takes on this ignorance now that we can find it.

  • IAB, New York Times, Others Back Gannett In Privacy Battle by Wendy Davis (Daily Online Examiner on 05/25/2016)

    "American consumers today enjoy access to a vast and diverse array of free or low-cost digital content from content providers big and small, established and new, precisely because their non-personal data can be analyzed and then used to provide them with advertising and content that is better suited to their interests," Utter and complete bullshit.  Consumers donate their attention to content companies and in exchange those companies can sell this attention to advertising.  No where in this understood agreement did it ever say the publisher can also spy on the user, and then use what they see to close ad deals.  And the line about "non-personally identifiable" is again bullshit because when the ad is served it clearly demonstrates targeting that can be inferred and if someone is either online near a friend or family member, or if someone else uses that person's computer, their is NOTHING about that targeting that is NOT identfiable.

  • Obit: Ari Bluman, GroupM's Market-Shaping Chief Digital Investment Officer, Dead At 44 by Joe Mandese (Real-Time Daily on 05/25/2016)

    He was innovative, he was brilliant and he was fearless.  Rest in peace Ari Bluman -- you will not be forgotton and my heartfelt condolences go out to your wife, your family and your friends. 

  • The Data Tsunami Is Coming by Ari Rosenberg (Online Publishing Insider on 05/19/2016)

    @ Peter -- you bring up an interesting point/question -- where is the "line" -- I would offer up, Gender and Age Segments and call it a day but I am sure I am in the minority there.

  • Fool Me Once: Facebook's Alluring Proposition by John Motavalli (Programmatic Insider on 05/18/2016)

    John, thanks for the reminder.  The premium online pubishing business has always been scared they lack the technical expertise to compete in this new world, and as a result, they have given away their value to the tech platforms and they continue to do so as your article points out so succinctly.  This is going to end badly.

  • Upfront Network Execs Downgrade Digital Competition by Wayne Friedman (TV Watch on 05/17/2016)

    Great piece Wayne.  Internet/Digital sales folks are SO loose with numbers I love seeing the mature TV sales execs calling "us" out.   It will hopefully make Internet/Digital ad sales communciation more reliable by presenting numbers in the future that can not be so easily and publicly disputed.

  • Ad Blocking Will Cost U.S. Publishers $12B By 2020 by Erik Sass (The Daily Blog on 05/17/2016)

    “Given that ad blockers are often distributed to users without charge, the increase in awareness of ad blocking will be a major adoption driver. It is possible that publisher action to curtail content to ad blocking users might actually further increase consumer awareness of online/mobile ad blocking.” This is a big statement Erik.  If true then the practices being taught and deployed to let users know why ad blocking is "bad" will create more ad blocking.  But I am confused on how the reach of this messaging will grow to cause this impact when these messages, as far as I know, only get served to those who already have downloaded an ad blocker.  If I have this wrong please explain because this quote above is a VERY big deal.

  • The Online Digital Video Myth Soars On by Ari Rosenberg (Online Publishing Insider on 05/05/2016)

    Shay, your point is well taken -- but often on sites like ESPN and Yahoo, it is unclear to the user that they clicked on a link that takes them to a page with video so it is abrupt that the video and audio starts playing -- Youtube is a better experience and the user knows when they go to Youtube they are doing so to watch a video -- but on non video sites as I mentioned it is not as clear -- all that said, given how much we force users into things that financially benefit "us" at the detriment to their experience -- it would be more respectful of the user to have them click "play" twice in how you describe the user journey to make sure they in fact want to watch a video.   Thanks for weighing in with your thoughtful response.

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