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Randall Rothenberg

Member since April 2007Contact Randall

  • CEO Interactive Advertising Bureau
  • 116 E. 27th St.
  • New York New York
  • 10016 USA

Articles by Randall All articles by Randall

Comments by Randall All comments by Randall

  • It's Not TV, It's VAB: Trade Bureau Drops Cable, Television Too by Joe Mandese (MediaDailyNews on 05/19/2015)

    Leaders love to be chased! Welcome, Sean, to the world of digital video - you'll only make it (and your members) stronger, better, more adept... and larger.But Ed, with great respect, you got a central fact wrong in your query: The "the so-called 'standard' definition that the IAB is trying to sell" was developed by the Making Measurement Make Sense (3MS) initiative launched and funded jointly by ANA, 4As, and IAB, and run by the MRC. The work was premised on research commissioned and financed by our three associations from Bain & Co., with support from Medialink LLC. The MRC continues to lead the research and standard-setting, overseen by a leadership group consisting of senior staff and member executives equally from among the three associations. There have been well more than 100 senior executives from brands, agencies, and publishers involved in 3MS committees and task forces over the years - working jointly, as well as in task forces convened by the individual associations.In short, the digital advertising viewability standards - plural - are INDUSTRY standards. If you doubt that, call George Ivie of the MRC, Bob Liodice of the ANA, and Nancy Hill at the 4As. Cheers,Randall

  • 'You Get The Trade Body You Deserve' by Andy Oakes (Online Media Daily Europe on 01/17/2014)

    I do not wish to launch an international incident, but with some authority I can state that your columnist is clueless about the real influence of IAB UK and its leadership. IAB UK CEO Guy Phillipson and his policy chief Nick Stringer were two of the most influential people in the world in launching the European Digital Advertising Alliance, thus building support for a self-regulatory regime and mechanism to assure consumer privacy concerns are met in behavioral advertising environments. And the columnist forgets that the work the DTSG is doing in programmatic trading standards was built on the foundation laid years earlier by IASH, in which IAB UK and Mr. Phillipson were founders and leaders. IAB UK was and is a world leader in consumer research on digital advertising effectiveness and consumer adoption, setting standards for research that IAB U.S. and other IABs have followed. And Messrs. Phillipson and Stringer were instrumental in bringing needed reform and leadership change to IAB Europe, assuring rigorous representation for the entire digital industry in Brussels. A long time ago, before I was a trade association CEO myself, I was a daily columnist for a large newspaper. I know it marks me as a relic to pine for the days when columns had at least a smidgen of reporting and editing. But I do hope MediaPost will subject future such tirades, on this or any subject, to at least a modicum of oversight - or, if unavailable, to the dustbin where this belongs. Randall Rothenberg President & CEO IAB U.S.

  • Media Buyers Fear Backlash To BT, Warn 'Watershed' Moment Is Coming by Mark Walsh (Online Media Daily on 02/25/2010)

    I and all IAB members are grateful to Mediapost for your ongoing coverage of the interactive advertising privacy regulation debate. It's especially gratifying to learn that media agencies are awakening to the situation; until now, with some notable exceptions, such as Group M, thee hasn't been enough hands-on agency involvement. But it's astonishing to learn that none of the agency executives on today's OMMA panel had any ideas about how to assure consumer privacy, or which third party independent body could oversee self-regulation. Haven't they been reading this or other trade publications - or The New York Times and Wall Street Journal? Haven't they gone to the IAB or 4A's Web sites? For more than two years, our two trade associations, together with the ANA and the DMA, have been engaged in an unprecedented cross-industry coalition to self-regulate our conjoined industries to assure consumer privacy rights and expectations are protected. The Council of Better Business Bureaus, the nation's oldest self-regulatory organization, is building the enforcement mechanism. IAN and ANA have helped finance it's construction. WPP and the Future of Privacy Forum have contributed critical pro bono support. The enforcement regime is rolling out right now: An industry standard icon denoting behavioral advertising was announced in January. I'm thankful that the agency executives on the OMMA panel are registering concern, but their lack of knowledge is troubling. Agencies do need to wake up. They need to educate themselves and their clients. They need to participate in the self-regulatory system our associations are building. And they should contribute their time and financing to assure it's success.

  • Just An Online Minute... Live Action Apps And Synchronized Claps At IAB Mobile by Kelly Samardak (Just An Online Minute on 07/13/2009)

    I feel the same way about Tom Cuniff, although I think there a depths to Joey Trotz you have yet to plumb.r2

  • IAB Readies Push To Combat Online's 'Creative Shabbiness' by Joe Mandese (Online Media Daily on 01/27/2009)

    I think this is a vital debate, and I am thrilled that Susan Kim of IAB member company has joined it. Obviously, she's right: there ARE "some really strong performance ads that are equally strong creatively/aesthetically" -- one need only look at the history of American Express advertising to prove that. But even direct mailers will say that aesthetically-pleasing creative, designed to build and reinforcement such well-established, long-term brand-uplifting effects as "likeability," are not native to the direct response business -- they are more the exception than the rule in a marketing-services segment that prizes today's response to today's offer over long-term brand lift. This isn't a criticism, but a reflection of the way the marketing mix is supposed to work, and has worked for decades. I wrote about this a fair amount in my younger days. Here's one piece, on Publisher's Clearing House, which discusses the lack of "why" research in DR to buttress the overwhelming amount of "what" research: And here's another piece, a profile of one of the greatest direct mail writers in American history, which discusses the dominance of the "control" mentality: My argument -- one I hope the entire interactive industry reacts to and improves -- is that interactive must merge the traditions of great creative and great accountability. It's beginning to happen. The new Ad Council campaign against teen dating abuse, featured in today's New York Times and crafted by RG/A, was met with enthusiastic applause at the most recent Ad Council board meeting. And the chatter generated in the industry by the PC/Mac online effort for its clever breaking of the banner barrier shows that there's hunger for interactive advertising to be both famous AND successful. I'll write more about it -- and Susan, you can help show us the way!!

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