We propose a new entry within the dictionary of the AdS/CFT duality at strong coupling: in the limit of a large spin or a large R-charge, the anomalous dimension of the gauge theory operator dual to a semiclassical rotating string is proportional to the string proper length. This conjecture is motivated by a generalization to strings of the rule for computing anomalous dimensions of massive particles and supergravity fields in the anti-de Sitter space. We show that this proportionality holds for a rotating closed string in global AdS space, representing a high spin operator made of fields in the adjoint representation. It is also valid for closed strings rotating in S-5 (representing operators with large R-charge), for closed strings with multiple AdS spin, and for giant magnons. Based on this conjecture, we calculate the anomalous dimension delta of operators made of fields in the fundamental representation, associated with high spin mesons, and which are represented by rotating open strings attached to probe D7-branes. The result is a logarithmic dependence upon the spin, delta similar to root lambda ln S, similar to the closed string case. We show that the operator properties -anomalous dimension and spin - are obtained from measurements made by a local observer in the anti-de Sitter space. For the open string case, this ensures that these quantities are independent of the mass scale introduced by the D7-branes (the quark mass), as expected on physical grounds. In contrast, properties of the gauge theory states, like the energy, correspond to measurements by a gauge theory observer and depend upon the mass scale - once again, as expected.