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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

  • Programmatic TV: Don't Adopt The Mistakes in Online Publishing Insider on 02/04/2016

    The ability to deliver sight, sound and motion is the first reason why TV rules the media stage. The enormous advantage of having less supply for greater demand is the second reason. The third reason is content. Consumers don't binge-watch Web sites, radio or magazines. Only television content can cause that. To their credit, television broadcasters are looking at ways to get even better at selling ads, and programmatic technology has caught their interest. Here is some advice on how to strategically embrace programmatic without adopting the mistakes that can come with it.

  • VF: Letters Of Betrayal in Online Publishing Insider on 01/21/2016

    Ari Rosenberg revisits a love from his past: Vanity Fair. "I began to read you as if it were the first time all over again. Only this time, it was immediately clear how impossible it would be to ignore the impact the Internet has had on you and on me."

  • Another DUI For The IAB in Online Publishing Insider on 01/07/2016

    In 2013 the Interactive Advertising Bureau published its "Native Advertising Playbook" to help drive this growing segment of Internet advertising. The playbook stated, "It is clear that most advertisers and publishers aspire to deliver paid ads that are so cohesive with the page content, assimilated into the design, and consistent with the platform behavior that the viewer simply feels that they belong." Two weeks ago, the Federal Trade Commission pulled the IAB over for driving the industry under the influence of self-delusion. It turns out running ads that "assimilate into the design" - so much so that "the viewer feels that they belong" - is exactly what not to do.

  • Can New Media Learn Old-Media Tricks? in Online Publishing Insider on 12/17/2015

    Here's where new media and old media disconnect: New media thinks in terms of dollars no matter what it smells like, and old media wore integrity proudly, like cologne.

  • Investing In Our Industry Is Crazy, Because We're Insane in Online Publishing Insider on 12/03/2015

    Hatred doesn't just show up one day - it brews over time. Consumer hatred for online advertising has reached a boiling point, but it started to brew in the late 1990s.

  • More Meaningless Advice For Premium Publishers in Online Publishing Insider on 11/25/2015

    The advice I have dispensed in this column to premium publishers these past 10 years has been fulfilling for me to give -- and generally ignored. That's not surprising. What I do find perplexing is how so many people in this business of premium publishing ignore their own guts.

  • Two Words That Hurt More Than Sticks & Stones in Online Publishing Insider on 11/05/2015

    Dec. 5, 2002: It was the day before my 36th birthday. On this date, my CEO informed me I was being promoted to vice president of sales. I felt the pride in my father's voice when I shared the news with him that evening. He had come to San Francisco to visit the previous year, and I took him to see "our" offices on a Sunday. He was unusually quiet as we walked around. After the tour he said he was "taken" by how much of my handwriting was on the whiteboards in the conference rooms we passed by.

  • Words Can Save The Day in Online Publishing Insider on 10/22/2015

    There is a lot of angst in the online ad business. It's not just reflected in the trades -- it is spilling out over drinks with people who sell online ads. Two digital media execs recently told me that the complexity of the sale was more numbing than the Scotch they were drinking. These two execs shared some horror stories about trying to collect on what they thought they had sold. They added, "It's even worse for buyers" -- which is leading to a lot of turnover on the agency side.

  • Relevant Ads Are All Relative in Online Publishing Insider on 10/01/2015

    Our definition of relevancy does not match the consumers' definition, and this disconnect will continue to plague us. Ad blocking is not our newest problem. It's just the most obvious sign to date that we have one.

  • Why Does Randall Rothenberg Still Have a Job? in Online Publishing Insider on 09/10/2015

    If the rate of people who stopped eating corn tripled over a two-year period, would the head of the National Corn Growers Industry still have a job? If 41% of Millennials decided to stop drinking coffee, would the president of the National Coffee Association be under any pressure? The answers to these questions are obvious. So why, when consumers are blocking the serving of ads at these alarming rates, is the head of the Interactive Advertising Bureau still employed?

Comments by Ari All comments by Ari

  • Less Is More: Long Video Ads Are Lazy And Disrespectful by Paolo Gaudiano (Online Publishing Insider on 02/11/2016)

    Could not agree more Paolo and I am sure many who are in the business of placing and running these ridiculously long ads prior to video content (that is often only one minute in length) understand the valid point you raise -- but here is the but -- our incentive structures are misaligned because payment for video ads are heavily based on being seen/partially viewed -- that's why "auto play" video ads are so prevalent as well.  Until the financial incentives are rearranged, this problem will continue to create self inflicted wounds on our industry.

  • Randy Goes All Sarah Palin On Us by George Simpson (MediaDailyNews on 01/28/2016)

    Bravo George!  I thought I was the only one brave enough to call out Rothenberg.  His anger is indicative of his guilt.  Your last statement (in quotes below) are all issues the IAB helped create or at least did nothing to help prevent so RR points his finger at the Adblockers instead of himself.  "The bigger challenge will be to develop ways to serve audiences ads that don't slow down their page loads, compromise their privacy, or display in a way that pisses them off"

  • Portrait of A Young Man As An Ad Blocker by Tobi Elkin (RTBlog on 01/11/2016)

    Tobi, can you please refrain in the future from sharing honest insight of why so many people like your subject, are more than happy to block ads and have zero patience when the value proposition is so lopsided (ads vs content) -- we as an industry prefer to ignore this kind of insight so we can continue to tell one another how great things are.  Thanks very much :) -- good to see you back at MPAri

  • Yahoo's Broken Promises: Shows Announced Last Spring Never Happened by Adam Buckman (TVBlog on 01/11/2016)

    Nice piece Adam.  In your experience, has a traditional television network ever abandoned this many shows preseneted at the upfront?  I suspect not because I sense this is an example of how many Internet based companies tend to act.  It's a "speed to market, let's figure it out later" mentality which ultimately as you point out, hurts the credibility to the company itself.  Even if these shows did launch, I suspect the metrics supporting their success come with so many questions...there is lots more to learn and get better at for the Yahoo's of the world.

  • Another DUI For The IAB by Ari Rosenberg (Online Publishing Insider on 01/07/2016)

    Susan, it's clear my column made you upset and for that I am sorry.  My inbox however, is filled with emails supporting my assement along with caveats that these people can not say so "publicly" which in itself is sad.My issue is not with how IAB is handling "native" but rather that it's being handled at all.  The very nature of calling an advertisement something other than an "ad" is deceptive.  If donuts (ads) are not selling well, and bagels (content) are, then calling a donut a "donagel" is miseleading that will lead to a few short term sales, followed by distrust for those shops selling these new fangled items and worse, this practice takes away the responsibility of the donut makers to just make better donuts.Native ads hurt the content sites that run them -- have a look at your own site and tell me that the ads you see towards the bottom of the page don't reflect poorly on the IAB as a publisher; appreciate you responding to my column even if you disagree with me.  It sparks more dialogue to fixing the issues at hand.

  • A Seven-Year-Old Could Predict The Consequences Of Ad Blockers by Kaila Colbin (Online Spin on 12/11/2015)

    Kaila, ad blocking is not shocking -- the publishing non-reaction is truly unbelievable.  Mobile is even worse than desktop if you can fathom that.Thanks for putting it all into perspective, as you awlays do Kaila. 

  • Trump This... by Joe Mandese (Marketing Politics Daily on 12/08/2015)

    you know when you have read a great piece of writing when you read the last sentenc and it stops your brain in it's tracks.  Thanks Joe.

  • FCC Won't Impose Privacy Rules On Web Publishers, Ad Networks by Wendy Davis (Daily Online Examiner on 11/06/2015)

    “Do Not Track requests -- if required to be honored -- give consumers increased control over their data...."That's where you lost me.  Trying to "opt out" of being tracked is a riduculous exercise in futility. 

  • The Eye Of The Beholder (This One's A Beaut!) by Joe Mandese (RTBlog on 10/29/2015)

    Fantastic insight delivered in plain language -- great scoop Joe.

  • The Bandwidth Economy by Joe Mandese (RTBlog on 10/22/2015)

    Wow fantasic insights on the nuts and bolts of how DMP's transact aka charge for their stuff -- so the more data a client buys, the better the targeting becomes, the less they pay "per unit of data"  -- that also appears to incentivize collecting data at all costs versus being more particular no?Thanks for listening so well :)

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