NativeAdVantage 10-Q2BA:

(10 Questions 2B Answered)

What do you do best?
What makes you the best?
Biggest success?
What are your aspirations?
Most challenging moment?
Favorite Motto?
Favorite People?
Favorite Places?
Favorite Products?
Current Passions?

Featured NativeAdVantage:

Andy Weir: Author of "The Martian"

John Philipson: VP, Six Senses Resorts

Tom Sito: Chair of Animation, USC Film School

Elizabeth Wynn: Broker, Sotheby's RE

Leonard Greenhalgh: Professor, Tuck-Darmouth)

Ryan Blair: NY Times Best Selling Author/Entrepreneur


Featured NativeAdVice:

Shai Reshef: Founder of University of the People

Paul D'Arcy: SVP of Indeed

Susan Hatje: GM of Mandarin Oriental, NY

Dan Laufer: Co-Founder of RentLingo

Hilary Laney: President of Tri-Digital

Greg Marsh: Co-Founder of onefinestay

Omar Qari: Co-Founder of Abacus

Gabriell Weinberg: Founder of DuckDuckGo

Stacy Rauen: E-I-C of Hospitality Design Mag

Jon Gray: CRO of HomeAway

Joe Speiser: Co-Founder of

Ben McKean: Co-Founder of HungryRoot

John Boiler: Founder/CEO of 72andSunny

Wayne Pacelle: CEO of The Humane Society of the US

Tom Guay: GM at The Sagamore Resort

Dr. Alejandro Junger: Founder of The Clean Program

Rob Flaherty: CEO of Ketchum

Neil Thanedar: Founder/CEO of LabDoor

Andy Grinsfelder: VP of Sales/Marketing, Delaware North Resorts

Laura Frerer-Schmidt: VP/Publisher of Women's Health

Avi Steinlauf: CEO of

Kathy Bloomgarden: CEO of Ruder Finn

Gabriel Flateman: Co-Founder/CTO of Casper

Mark Bartels: CEO of StumbleUpon

Bill Hagelstein: President/CEO of RPA

Adam Singolda: Founder/CEO of Taboola

Jonathan Plutzik: Proprietor of The Betsy-South Beach

Jessica Scorpio: Founder/VP of Marketing at GetAround

Ralph McRae: CEO of Leading Brands

Warren Berger: Bestselling Author

Liz Kaplow: Founder/CEO of Kaplow Communications

Dave Girouard: Founder/CEO of UpStart

Dave Asprey: Founder of BullectProof Executive

Douglas C. Smith: President of EDSA

Val Difebo: CEO of Deutsch NY

Guido Polito: CEO of Baglioni Hotels

Doyle Graham, Jr.: CEO of Valencia Group

Oscar Farinetti: Founder of Eataly

Angelo Sotira: CEO of DeviantART

Ali Khwaja: CFO of Safecharge

Zach Erdem: Proprietor of 75 Main

Jim Beley: GM of The Umstead Hotel

Alexis Gelburd-Kimler: Proprietor of West Bridge

Elie Georges: Proprietor of Hotel San Regis

Kalen Caughey: Founder o VOKE Tab

Michael Friedenberg: CEO of IDG

Donna Karan: Founder of DKNY

Edward Nardoza: Editor-in-Chief of WWD

Scott Dadich: Editor-in-Chief of Wired

Rhona Murphy: Former CEO of The Daily Beast

David J. Pecker: CEO of American Media

Lilian Roten: VP of Swissotel Hotels

Kenny Dichter: Founder/CEO of Wheels Up

Joshua Tetrick: Founder/CEO of Hampton Creek

Paul James: Global Brand Leader of The Luxury Collection

Dr. James Wagner: President of Emory University

Amy Thompson: President of ATM Artists & Management

Neil Gillis: President of Round Hill Music

Brett Matteson: President of Columbia Hospitality

Jonathan Reckford: CEO of Habitat For Humanity

Phil Harrison: President/CEO of Perkins+Will

Chef Bill Telepan

Tony Horton: Founder of P90X

Beth Weissenberger: Co-Founder of The Handel Group

Michael Fertik: Founder/CEO of

Dana Cowin: Editor-in-Chief of Food & Wine

Bob Proctor: Chairman of Proctor/Gallagher Institute

Dennis Turcinovic: Owner of Delmonicos

Vittorio Assaf: Co-Founder of Serafina Restaurant Group

Shafqat Islam: Co-Founder of Newscred

Matt Williams: CEO of The Martin Agency

Bruce Rogers: Executive Chef at Hale & Hearty

Caleb Merkl: Co-Founder of Maple

Candy Argondizza: VP of Culinary at ICC

Neil Sazant: President of The Sagamore

Matt Straz: Founder/CEO of Namely

Terry Couglin: Managing Partner of Marta/Maialino

Andrei Cherny: Co-Founder/CEO of Aspiration

Ronen Nissenbaum: Managing Director of Waldorf Astoria NY

Patrick Godfrey: President of Godfrey Q

Sarah Berman: Founder/President of The Berman Group

Michael Schwartz: Owner of Genuine Hospitality Group

Stephan Aarstol: Founder/CEO of Tower Paddle Boards

Peter Shaindlin: COO of Halekulani Corp.

August Cardona: Founder/CEO of Epicurean Group

Nick Kenner: Co-Founder of Just Salad


Michael Friedenberg: CEO of IDG Communications Worldwide

My NativeAdVice:


Michael Friedenberg is CEO of IDG Communications Worldwide, the subsidiary for IDG's B2B and consumer media brands and events in 97 countries. He was promoted from CEO, IDG Communications U.S. to worldwide CEO in 2013.

Prior to Friedenberg’s latest promotion, he was CEO and President of IDG Enterprise, an IDG company that develops strategic media properties and peer advisory services for IT executives. Appointed in March 2009, Friedenberg oversaw IDG’s award-winning brands, websites, products and services for CIO, CIO Executive Council, CFOworld, CITEworld, Computerworld, CSO, DEMO, InfoWorld, ITworld and Network World.

What's Your NativeAdVice:

How did you get into the Media industry?

Was bartending and working odd jobs after graduating from the University of Delaware. Fortunate enough to get my start in tech media in 1991 at Professional Press. Began as an Account Executive supporting Mid-Atlantic sales and never looked back! 

Tell us about IDG. What inspired the idea and what is your vision for the company?

IDG was created by Pat McGovern in 1964 and grew to become a global technology media and research organization. Since its founding, IDG’s mission has been to provide information on information technology to a global audience.  Today, this is accomplished through multiple products and services from editorially driven sites to data-driven media, events, research and beyond, engaging 280 million technology buyers in 97 countries.

IDG’s vision is to harness the transformative power of technology to fuel our customers’ global growth.

What strategic partnerships/marketing strategies have you implemented that have attributed to IDG's success?

IDG has historically been a heavily decentralized organization.  Given that the Internet has no borders, IDG is aggressively creating a structure of interdependence where a level of centralization and decentralization can co-exist. By building certain centralized platforms, IDG is accelerating our global scale and consistency of capabilities at the local level which, in turn, is growing profitable revenues.

What industry trends are you noticing and how do you capitalize on them?

Specific to business technology, I think we are living our very own Industrial Revolution. The mobile, social, data-driven Web is causing every business, job function, and individual to rapidly transform.  

In the media world,  digital display is becoming the new print. With  viewability, fraud, ad blockers and the efficiency found in programmatic, media companies will once again need to shift their reliance from display to other audience based revenue streams like native, video, content, mobile, social, and demand generation in order to grow profitable revenues. In addition, we see that marketers are increasingly drawn to scale and global reach as they look across borders for new customers and revenue.

Life Motto?

It’s all good.

IDG's Motto?

Let’s Try It!

Your greatest success as CEO of IDG? Most difficult moment-how did you overcome and what did you learn?

My greatest success is still yet to be defined and, quite honestly, I would rather have the employees and customers of IDG answer that question.

Most difficult moment was being new in the worldwide CEO role for 4 months and having our Chairman and Founder, Pat McGovern pass away. I learned that Pat is irreplaceable and in order for IDG to continue, we need to modernize by innovating constantly, executing flawlessly, and delivering consistent results.

Your advice to an aspiring entrepreneur?

Talent over Strategy 100% of the time.

Describe the ideal experience using an IDG business.

The ideal customer (reader or advertiser) experience with IDG is to exceed expectations and to always prove our relevance.  

How do you motivate your employees?

Constant communication and transparency, thus creating a trust-based culture.

One food and drink left on earth, what would you choose?

Chicken Parmesan with some linguini and a nice glass of Cabernet

What literature is on your bed stand?

The Hard Thing About Hard Things written by Ben Horowitz. Have read it 3 times already.

 Role model - personal?

Personal: My parents, Marshall and Elaine. They taught me that one’s value isn’t defined by wealth but by your integrity.

Current passion?

My family and IDG

Favorite travel destination?

Anywhere in the Caribbean

What's next for IDG?

IDG will continue to help our audiences and our customers navigate the ever-changing world of technology as a global tech media, data, and services company. The best is yet to come!