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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

  • 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.

  • '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.

Comments by Ari All comments by Ari

  • The Greatest Native Advertising Campaign Of All Time by Ari Rosenberg (Online Publishing Insider on 10/21/2016)

    @Alvin -- I am not a Trump supporter (at all) but I don't judge those who are -- my ONLY point here is that he presented himself as a candidate for president (however poorly you and many other perceive that to be) when in reality he ran for president to garner free media exposure at the highest levels to further build up the Trump brand.   He never planned on winning this election but he does plan on capatlizing on the exposure by making more money through real estate licensing deals.  To me when you produce and serve fake content with a hidden agenda -- you line up with "native advertising" which is what Trump essentially did -- I hope that answers your first question and as for him being a genius -- I would have to be one to vote on that but I do see a guy who exploited the system to his advantage and that may prove to be a shrewd and very smart move for his business -- time will tell

  • The Greatest Native Advertising Campaign Of All Time by Ari Rosenberg (Online Publishing Insider on 10/21/2016)

    @ Harvey -- I agree in that it's too early to tell if this all "worked" but I suspect when he licenses his brand to another developer he makes his money righ there regardless if people move into the building or play the golf course etc -- so the question becomes do developers run and hide and I sense they won't be who know.  Thanks for weighin in.@ Len -- after reading your comment/question "do you know what native means" I have been thinking more and more about how to define it -- so thanks for that push I appreciate it really.  Native advertising is fake content.  That's what I am suggesting Trump has done with his presidential campaign.  Good for him or bad for him we'll see -- but I don't he ever wanted the job of president I think he liked the idea of it and realized running will help his business.

  • The Greatest Native Advertising Campaign Of All Time by Ari Rosenberg (Online Publishing Insider on 10/21/2016)

    @Len -- I think you misunderstood my column which means I wasn't clear enough -- my bad.  Yes I know what native is -- it's when a brand writes ad copy about something that is indirectly related to their product or service and calls it "content" instead of ad copy that is directly assocaited to their brand, thus misleading the consumer with a hidden agenda.

  • The Greatest Native Advertising Campaign Of All Time by Ari Rosenberg (Online Publishing Insider on 10/21/2016)

    @Paula -- please don't misunderstand me here -- I am NOT supporting either candidate with this column I am just pointing out that Trump appears to me, to have used this run at President to build his own brand. 

  • What The 'NYT' Gave Up When They Forced Me To Digital by George Simpson (MediaDailyNews on 10/20/2016)

    Great post as usual George.  People don't read online they gaze and are so quick to jump to some place else to feed the A.D.D. we have all developed online.  Real reading occurs when your hands hold something physical, your eyes focus on each word, and when you can hear your own accomplishments with the sound of turning the page. 

  • ANA: New Privacy Proposal Threatens Web Ecosystem by Wendy Davis (PolicyBlog on 10/10/2016)

    #whatswrongwithonlineadvertisingThe organization said this afternoon that it is "increasingly concerned" that Wheeler's proposal "would require a vast amount of opt-in consents by consumers."God for bid we give consumers a choice to OPT IN for something.  We really suck at this.

  • No One Will Admit The Biggest Problem With Internet Advertising by Ari Rosenberg (Online Publishing Insider on 09/29/2016)

    @Mark Eberra -- I think I speak for all of us when I say please stop -- these boards are not a platform for your obvious self promotion -- please respect this request.

  • No One Will Admit The Biggest Problem With Internet Advertising by Ari Rosenberg (Online Publishing Insider on 09/29/2016)

    Did not know that Howard.  That's disapointing -- do they make it clear on the site or for any given article that it is ghost written?  Thanks for bringing this point up it does align well with the idea that we mislead consumers. 

  • How's The Programmatic Sector Doing? Look At Its People, Not Its Machinery, To Find Out by Joe Mandese (RTBlog on 10/03/2016)

    That Brian Wieser is one smart guy -- what an interesting way to identify growth and not hype 

  • No One Will Admit The Biggest Problem With Internet Advertising by Ari Rosenberg (Online Publishing Insider on 09/29/2016)

    @ Mark Eberra -- your solution has such a gaping hole in it.  Publishers have zero influence on the ad creative, the product packaging, the distirbution strategy, the fullfillment, the customer service the list goes on and on and yet you want them to guarantee the ads work to sell products.   Even worse, your solution gives a perverse incentive for advertisers to NOT invest in any of these things because the worse their ads perform, the more levarge they have to get sites to lower prices so this back end "works to meet an ambigious gurantee" -- no way my man, no way.

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