Rothenberg has been senior director of intellectual capital at consultancy Booz Allen Hamilton, overseeing thought leadership activity, business development and knowledge management and consulting with clients in the media and interactive industries. He is also an editor at large for Advertising Age, a sibling publication of BtoB.
"Randy brings a unique familiarity and proficiency with the media space to this position, which will be an asset as the association focuses more and more on enabling its members to collect a larger share of the advertising pie," said Jim Spanfeller, president-CEO of Forbes.com and chairman of the IAB board.
Rothenberg said he is excited about his new role.
"This is a chance to work with some of the bravest companies in the marketing and media landscape, and help hasten the growth path they're already on and shape the ecosystem in a way that will make for more, better, stronger, more consistent growth going forward," he said.
Despite the enormous growth online, Rothenberg said, the obvious challenge for the industry will be to gain a greater share of marketers' ad budgets.
"The really interesting, relatively straightforward challenge is that while growth right now looks phenomenal, interactive share of wallet still lags consumer activity online," he said. "There's a lot going on here that isn't being fully realized. We need to eliminate friction in the industry to make it easier for agencies, media and marketers to participate in the planning, buying and implementation of interactive marketing."
While at Booz Allen, where he spent seven years, he also served as CMO and editor in chief of strategy+business, the firm's quarterly magazine.
Rothenberg has an extensive journalism background. He served as technology and politics editor of The New York Times Sunday Magazine from 1986 to 1988 and later as media reporter and advertising columnist of the Times. He has written for Bloomberg Business News, Esquire and Wired. M