Randall Rothenberg
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Randall Rothenberg is the president and CEO of the Interactive Advertising Bureau, the trade association for interactive marketing in the United States. The IAB represents over 300 leading interactive companies; members are responsible for selling over 86% of online advertising in the U.S. On behalf of its members, the IAB evaluates and recommends standards and practices, conducts effectiveness research and educates marketers, media, and advertising companies about interactive marketing.

Before assuming leadership of the IAB in 2007, Mr. Rothenberg was the Senior Director of Intellectual Capital of Booz Allen Hamilton, the international strategy and technology consulting firm, where he oversaw business development, knowledge management, and thought leadership activities, and directed the award-winning quarterly business magazine strategy+business, Strategy+Business Books, www.strategy-business.com, and other electronic and print publications published by Booz Allen for senior business executives. Previously, he served as the firm's chief marketing officer.

Prior to Booz Allen, Mr. Rothenberg spent six years at The New York Times, where he was the technology editor and politics editor of the Sunday magazine, the daily advertising columnist, and a media and marketing reporter. Mr. Rothenberg is the author of Where the Suckers Moon: An Advertising Story (Alfred A. Knopf, 1994), a critically-acclaimed chronicle of the birth, evolution, and death of a single advertising campaign.

Blog Entries by Randall Rothenberg

Even Technology Companies Know the Future of Advertising Is Storytelling

1 Comments | Posted October 6, 2011 | 17:03:37 (EST)

Even the largest technology driven companies in the digital advertising industry have awakened to the fact that advertising's future is not based solely on technology, and the next wave of mega-growth will not stem from a new algorithm or new digital video compression mechanism. Rather it will come from the...

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Song of the Open Newspaper

Posted February 5, 2010 | 11:26:14 (EST)

Newspapers, say the talking heads, are dying - chewed up for four decades by television, and finally digested during the last tenner by the Internet. Information wants to be free, the chatterers opine, and that means "the news" will evade the papers' attempts to confine it inside a paywall....

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An Open Letter to the Chairman of the Federal Trade Commission

Posted October 15, 2009 | 16:00:41 (EST)

Dear Chairman Leibowitz:

So there I was last Saturday, about to send out on my Twitter feed -- which automatically updates my Facebook page and links to my personal blog -- a photograph of this wonderful baked halibut dish I'd just made as a surprise for my wife....

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War Against the Web

Posted April 21, 2008 | 15:53:40 (EST)

Perhaps the scariest term in business today is "behavioral targeting." It also turns out to be one of the best practices around to assure the combination of consumer choice and marketing effectiveness on the Internet. And in that gap lies a dilemma for the marketing and media industries - and,...

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