Bio of Pesach Lattin, Ad-Industry Guru

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In perhaps the fastest growing industry ever, one person has made a name for himself as a leader and innovator. Pesach Lattin, the publisher of the top newsletters in new media and online advertising, is one of the inventors of many of the technologies and methods that have become standards in the industry.

What was originally a way for me to rant about the problems in the industry now takes most of my time and has finally, after three years, become a very profitable venture.

In perhaps the fastest growing industry ever, one person has made a name for himself as a leader and innovator. Pesach Lattin, the publisher of the top newsletters in new media and online advertising, is one of the inventors of many of the technologies and methods that have become standards in the industry. He has been called many things, including a rabble-rouser, a guru, an innovator and a watchdog – but one thing stays the same: he is one of the most interesting leaders and commentators in the online advertising industry. Marketing Sherpa, a leading marketing research publication called him the most influential journalist in the online media for a reason.

But he's more than just the publisher of newsletters. He is often, to his dismay, referred to the creator of the pop-up advertisement size, which had for many years been the backbone of many advertising networks. "In 1999 I was contracted by several major companies to drive enormous amounts of traffic to their website and to increase their web rankings," says Mr. Lattin. "It occurred to me that people would be interested in learning information about sites that were similar to the site they were currently browsing. By popping up a site under their current site, they easily found information from another source. This eventually became a standard in the industry, called the pop-up." When asked why he didn't patent the idea, he says that one of his closest advisors, Sam Beller, recommend he do it in 1999 – but he didn't follow the advice. "Perhaps one of the things I've learned in the last few years is to follow the advice of those who know more than me – and even with my ego, I know there are a lot of them!"

When asked about his dealings with the one-time pop-up king X-10, he sighs and rolls his eyes. "I went on public radio several years ago while driving in the car in Brooklyn and made some comments about X10 and the campaign I helped innovate with them. That had to be my biggest mistake because I received at least 200 emails from people at the time blaming me for destroying the internet."

He's known for speaking his mind, and has been the subject of many commentators in the industry. Most recently he's been talking a lot about adware, and his company's stance on being the only newsletter that doesn't allow advertisements from adware. "I'm not going to group all the adware companies together and say they are all unethical or breaking the law. However, until there are standards and laws specifically addressing the problems, we have had to take a stance distancing ourselves from all adware companies." When asked if he will ever consider accepting ads from adware companies, he says that it is always a possible, but unlikely in the near future—unless there are major changes in the industry.

In reminiscing about his past partnerships, he brings up consulting with About.com, now owned by the New York Times. "I made a huge mistake with that deal – they were paying me so much money, I never though about long term." As one of the creators of the Luna Network (which became Sprinks, which then sold to Google, and is now the backbone of their multi-billion dollar network), Lattin says, "They had offered me a revenue share on building the network and I turned it down and instead took a different payment system. In retrospect, I could have been a major stock holder in Google and been retired by now!"

However, Lattin spends less time thinking about the past and than he does focusing on the future. "Owning the top publication in the industry has been a real blast," he claims. "What was originally a way for me to rant about the problems in the industry now takes most of my time and has finally, after three years, become a very profitable venture." Originally just ADBUMb, an industry commentary newsletter, Pace Media Group now publishes three separate newsletters including NewMedia Report and NewMedia Spotlight. Popular industry blog 925m.com is also owned by Pace Media Group.

Lattin reflects on his fame within the online ad industry with a hint of disapproval. "Its been very difficult mainly because the industry is still very immature. I've had a lot of problems with impersonation on the net, because of my sometimes controversial positions about certain practices. In more than one case, companies and individuals have posted and written things under my name which took time to get down." He says it has been a lot better in the last year, but still he gets the occasional prank call, and "unfortunately, I've had death threats that have kept me from attending public events." He points to several examples on the net, including a website in which someone concluded that he was a zionist agent of the CIA infiltrating the media. "When you are successful, there is always a minority of people who will do about anything possible to bring you down. In online advertising, the minority of people who stretch the boundaries of ethics is a little larger." But he points out that things have changed immensely in the last few years, partially thanks to his newsletter ADBUMb which has exposed more than one company for less than legal practices, and has forced many other companies to examine best practices.

What else is Lattin doing? He is also the owner of ICON Advertising Solutions, a New Jersey and California-based online advertising representation firm that has clients such as Marvel.com and The Washington Times. "I'm really excited about this new venture. I have a great managerial team, with Andrew Moskowitz at the head, who is the real genius and work horse behind Icon." On the board of ICON includes publishing industry icon John Mack Carter, former President of Heart Magazines. "Icon is a real opportunity to bring direct representation of branded websites into the market. Large banner networks have their place, but they are not always able to focus on specific site buys like an inside sales force. Icon acts as an expert inside sales force for some of the top sites on the internet."

Besides working in the online advertising industry, Mr. Lattin has been involved in Law Enforcement, having served on a Secret Service Task Force investigating electronic crime and child pornography and part-time investigator with a NYS Child Abuse Unit. He has three children and currently lives in New Jersey with his beautiful wife Ania.

Contact: Jaime Gottlieb – Jaime @ pacemg.com - (212) 777-6778

http://www.pacemg.com

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