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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 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.

  • 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.

Comments by Ari All comments by Ari

  • Programmatic TV Ad Buying Will Never Work by Ari Rosenberg (Online Publishing Insider on 09/08/2016)

    Ed, I hope you didn't take offense -- I think Ted offered some great thoughts to consider even though I still stand by my thoughts that oppose his -- as for Leonard's comments -- they are mean spirited and he is probably having a bad day.  Keep your thoughts flowing here Ed (and other posts) -- your contributions are greatly appreciated certainly by yours truly.

  • Programmatic TV Ad Buying Will Never Work by Ari Rosenberg (Online Publishing Insider on 09/08/2016)

    Ted thanks for weighing in -- your experience brings so much to the table and I read your comment multiple times and with an open mind.I am not suggesting reaching the right audience isn't the underlying goal of an advertiser but remember that whole experiment of that classicly trained violinist who was ignored while playing at a train station -- and then played in front of thousands in a theater the next night where people paid over $100 a ticket (or something close to that) -- programmatic puts the spotlight on data and hence audiences and heaviliy discounts the impact the theater setting has on how the ad message is perceived  (I am sure there were plenty of people in that train station who from an audience perspective, matched those in the seats at the theater).Brand clients talk about how they don't care about clicks and yet they buy Google as you mention -- on a cost per click basis.  They don't want to use clicks as a metric to define performance I get that but they will continue to define performance on their terms and my underlying argument in this column was that buyers/clients shifted the definition of "working" to drive prices down and "programmatic ad buying" helps further facilitate that definition putting publishers in the small chair at the leverage table -- and while many many web publishers had to accept those terms TV networks don't.  Thanks again for your inisght -- I read your column religeously so I was flattered you read mine.

  • Programmatic TV Ad Buying Will Never Work by Ari Rosenberg (Online Publishing Insider on 09/08/2016)

    Thanks Lubin for challenging my beliefs -- I see your well made points and John and Ed, thanks for supporting my beliefs and adding wisely to them -- John I had not thought about that point of timing before a product launch -- that's a great point.  This is a very complex topic but I like to look at things through a very simple lense and the simple truth is no publisher wants to sell their inventory programmatically -- it's a classic chicken vs the egg scenario -- they do it because the ad budgets are moving there and the ad budgets are moving there because publishers are doing it -- TV has always had the leverage to not do what buyers want them to do and I suspect as my column indicates, they're not gonna budge -- buyers fear missing out far more then us sellers would believe and they will balk and spend their ad dollars the way the networks dictate not the other way around.

  • Can Brandtech Save Adtech? by Alex Bogusky (MediaDailyNews on 08/23/2016)

    I am sorry, but when did Mediapost start publishing press releases disguised as columns?  I am a huge fan of Alex Bogusky (I don't know him) and of his accomplishments in the ad world -- but this "column" could not be more disengenous.  I write for Mediapost and I have my own company -- should I write about how wonderful my product is next week?

  • The Social Video Truths by Rich Routman (Online Publishing Insider on 08/11/2016)

    Great insights on how to succeed in the video social media space.  These are some powerful, yet simple truths well told Rich. 

  • P&G Steps Away From Targeted Ads On Facebook -- Why? by Tobi Elkin (RTBlog on 08/11/2016)

    VERY interesting and something to watch.  This flies in the face of the core value proposition programmatic brings to the table.  Thanks Tobi.

  • Today, I Accept Your Nomination by Ari Rosenberg (Online Publishing Insider on 08/04/2016)

    Haaa Nate -- I have as much chance of winning as Bernie Sanders did -- of my five points -- the "no phone until 21" is the one I feel the strongest about -- we are handing kids a drug, the addiction is rampid -- the only reason we can't see this is because our own faces are looking down at our phones -- I have an 8 month old child -- I promise you he will not get a phone -- I don't care how much he hates me or how much pressure gets applied -- the phone (and all the social media) is a narcotic and teenagers don't have the tools to apply "moderation" to their own behavior.Thanks for reading/commenting.

  • 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.

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