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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 Brand-Safety Paradox in Online Publishing Insider on 04/20/2017

    Ad technology makes it possible for advertisers to reach specific target audiences on Web pages that can hurt an advertisers' own brand. So now "brand safety" is the latest battle cry from our industry, but who is at war? On one side, you have premium publishers and premium advertisers. They have more to gain when content quality and brand safety are the prevailing factors in determining where to run an ad. On the other side sits Facebook, Google and the portals, platforms and exchanges whose success is driven by ad tech. These entities win more ad dollars when audience targeting is a bigger determining factor than content quality and brand safety.

  • Sitting Next To Objectionable Content in Online Publishing Insider on 03/30/2017

    We work remotely at my company. I personally bounce between my apartment, my gym, and coffee shops in the neighborhood when I am not meeting with clients. When it comes to coffee shops, Starbucks is the go-to because the Internet connection there is far superior to other coffee places.' The problem is that the Starbucks locales in New York City have become homeless shelters. Their managers can't stop drug-addicted vagrants from taking refuge at tables right next to paying customers. Despite these surroundings, for the price of a cup of coffee you have a place to work with a great Internet connection. You just have to accept sitting near objectionable content.

  • May I Speak Freely -- And Directly? in Online Publishing Insider on 03/09/2017

    My discomfort with programmatic is driven by its similarities with the business model of legacy ad networks. The former was built on the premise of mistruths and arbitraging. By definition, arbitraging means someone is overpaying, someone else is underpaid, and the guy in the middle is overselling. Ad networks did this by using premium publisher logos to sell ad buys and then used garbage inventory from inferior Web sites to fulfill them.

  • Managing Direct Sales In A Programmatic World in Online Publishing Insider on 02/16/2017

    It's no longer feasible to be a premium online publisher without a programmatic offering. The mistake, however, is an over-reliance on private marketplace or open exchange revenue to be successful. Direct-ad deals sold are your "Tom Brady" -- they march you toward your quarterly goal line. Programmatic is your kicker.

  • Programmatic Is Problematic, Even When It Works in Online Publishing Insider on 02/10/2017

    The problems with programmatic are well-covered and greatly ignored. Reported growth in spending continues to fan the frenzy, while sweeping significant problems under the rug.

  • An Axios Of Hope in Online Publishing Insider on 01/26/2017

    Now is the time for publishers to figure out what they need to stop doing. There is structural damage that needs to be fixed if this business wants to remain standing. Publishers need to rebuild their entire sites from the ground up. If the idea of starting from scratch sounds impossible, or you wouldn't know where to start, there is a new publishing ray of hope to follow:

  • New Year, Same IAB (Interactive Advertising Bull) in Online Publishing Insider on 01/05/2017

    It's a new year, and the Interactive Advertising Bureau is churning out the same old BS: "Digital Ad Market Soars 20% in Q3, Approaches $18 Billion"

  • Programmatic TV Ad Buying Will Never Work  in Online Publishing Insider on 12/08/2016

    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."

  • Programmatic Is Problematic, Even When It Works in Online Publishing Insider on 12/01/2016

    The problems with programmatic are well-covered and greatly ignored. Reported growth in spending continues to fan the frenzy, while sweeping significant problems under the rug.

  • What I Missed About Facebook in Online Publishing Insider on 11/10/2016

    No one will confuse me with Brian Wieser or Peter Stabler, but I can pick successful digital media companies because I live in this space and understand how ads get sold day-to-day and quarter-to-quarter. The company I totally swung and missed on, however, was Facebook.

Comments by Ari All comments by Ari

  • Poor-Quality Ads Cost U.S. Marketers $7.4 Billion by Tobi Elkin (Real-Time Daily on 04/05/2017)

    where's the I told you so button -- we have to do better -- ad tech can WIN too -- we just have to think more in the line of direct sales with automation as opposed to automation out into the ether -- we have to measure sites in ways that allow buyers to recognize and reward quality -- we have to stop treating the site visitor like garbage.  There is so much we need to stop doing so we can do this better.

  • #WeAreNotAfraid -- Trump Jr, Fake News, Selfies And Doctors Show Both Sides Of Social On London Attack by Sean Hargrave (London Blog on 03/23/2017)

    Sean in the immediate aftermath of this horrific event you managed to capture the bigger meaning in a column that must have blead right through you. Godbless you and our brothers across the pond.  Much love and much respect.

  • May I Speak Freely -- And Directly? by Ari Rosenberg (Online Publishing Insider on 03/09/2017)

    You got me Chris I went too far with the "free" conferences -- but how bout discount if the advertiser buys more ad imps :) -- thanks as always for both reading and commenting 

  • May I Speak Freely -- And Directly? by Ari Rosenberg (Online Publishing Insider on 03/09/2017)

    Ed -- good call -- thanks for chiming in -- it's like creating a back of the book position -- I like it 

  • Rise Of Fake News, Decline Of Social Media? by Cory Treffiletti (Online Spin on 02/15/2017)

    Cory, you're onto something -- I think Social Media (FB especially) will suffer from all of this -- they are just so big it may take time to reveal itself.  Great insight/thinking -- thanks for sharing. 

  • Programmatic Is Problematic, Even When It Works by Ari Rosenberg (Online Publishing Insider on 02/10/2017)

    Billy thanks for chiming in -- this column ran a few months ago initially, and if I could have reqwritten it I would suggest programmatic doesn't work for publishers nearly as well as it works for advertisers -- your clients as you point to.  The table is slanted and in an attempt to even things out pubs like SF Gate load up their pages so everyone's value get hurt -- most importantly the user -- this is a horendous user experience and there are tens of thousands of sites just like SF Gate who try to make money through programmatic at the expense of their users and then just buy cheap traffic and start the cycle all over again each month.  My head is not in the sand -- and I bet you regret saying that -- just sounds mean.  I looked you up on Linkedin and I plan to call you -- because you look like a nice guy and certainly a smart one.  I respect you taking issue with my column -- really I do -- it sparks debate and keeps me on my learning toes -- so thank you and I would love to have a beer with you one day -- but only if you promise not to yell at me and tell me my columns are indefensible -- wait unti we do a jaiger shot before we get to that point.  Thanks for reading me and for disagreeing.  I am calling you this week :)

  • Cover Story: 'The Great Manipulator' by Joe Mandese (Publishers Daily on 02/02/2017)

    This pending story gave me chills -- not because of Bannon, but because an iconic magazine brand is going to tell it.  That's the power of print.

  • The Only Day For Advertising by Bob Garfield (Garfield at Large on 01/30/2017)

    "Because Sunday will be the only day when a single commercial will be viewed simultaneously by more than about 15 people."effing LOL

  • An Axios Of Hope by Ari Rosenberg (Online Publishing Insider on 01/26/2017)

    Jana, sorry about mispelling your name twice! -- very careless. 

  • An Axios Of Hope by Ari Rosenberg (Online Publishing Insider on 01/26/2017)

    Jane thank you so much for coming back and then clarifying that.  Very helpful -- OK I will yell at Axios to turn them off :) -- have a nice weekend.

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