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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

  • When Not Advertising Works Better Than Advertising in Publishing Insider on 06/01/2017

    Bill O'Reilly would be on television this evening if Mercedes-Benz and other advertisers had not pulled their ads from running during his show. These advertisers muscled O'Reilly off the air because it became factually apparent he grossly mistreated women in the workplace. These advertisers didn't want their brands connected to that behavior.

  • Programmatic Is Failing Forward in Publishing Insider on 05/10/2017

    Here are three reasons programmatic is failing:

  • The Brand-Safety Paradox in 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 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 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 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 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 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: Axios.com.

  • New Year, Same IAB (Interactive Advertising Bull) in 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 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."

Comments by Ari All comments by Ari

  • Proposed Privacy Bill Would Wipe Out Billions In Ad Revenue, NetChoice Says by Wendy Davis (Digital News Daily on 06/06/2017)

    Giving consumer explicit rights to CHOOSE to give up access to their data versus wasting THEIR time trying to unsuccessfully opt out is the best thing that can happen to the digital ad industry.  Lost revenue off of stolen data is a terrible argument against this move/bill -- consumers will opt in if they are rewarded with value in doing so -- it places that responsibility on us and we will then figure out how to deliver that value so opt in occurs -- right now we are making a living off selling stolen goods.

  • Snap: Teenage Fad Or This Year's Silly Putty? by John Motavalli (Programmatic Insider on 05/17/2017)

    Hey John good stuff -- SNAP does deliver greater engagement but it takes more work from advertisers to make "ads" that fit the snapchat experience -- their bigger problem is they will never attract the millions of small businesses who spend ad dollars on FB and Google because the small business owner doesn't use Snapchat the way the use Google and FB so they don't see the value of directing a budget that way and if they did they would look at their CPC and cancel -- SNAP's best chance is to earn those TV ad dollars that target this younger audience and I think they will be successful at that but will that be enough?

  • Programmatic Is Failing Forward by Ari Rosenberg (Publishing Insider on 05/10/2017)

    You have that right PJ.  I have read a fair amount of responses to this column telling me I am dead wrong but no one suggests how any of my points above are incorrect -- they just say that progarmmatic has already won and these issues will be resolved over time -- I highly doubt these issues will ever be resolved because they should have been solved for to begin with.  Programmatic lacks a respect for advertising.  I didn't even touch the third rail on how consumers are mugged for their data through programmatic.

  • Programmatic Is Failing Forward by Ari Rosenberg (Publishing Insider on 05/10/2017)

    Aquiles you make some really great points thanks for taking the time to read mine and share yours -- I stand by mine and can absolutely see your points

  • 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 (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 (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 (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 :)

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