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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

  • 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.

  • 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.

Comments by Ari All comments by Ari

  • 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.

  • 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.

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