Podcast appearances and mentions of ari paparo

IN CLEAR FOCUS: Author and ad tech veteran Ari Paparo joins the podcast to discuss his new book, "Yield: How Google Bought, Built and Bullied Its Way to Advertising Dominance." Hear how Google became the center of the digital ad ecosystem by controlling the publisher ad server, ad exchange, and ad network. Ari also reveals how the company leveraged its power with secret initiatives like 'Project Bernanke' and what the ongoing antitrust trial and a potential breakup could mean for the industry.

In this conversation, Ari Paparo interviews Ajit Thupil, Chief Product Officer of Bombora, discussing the unique challenges and strategies in B2B marketing. They explore how Bombora leverages data to enhance sales and marketing efforts, the importance of audience targeting, and the evolving role of AI in the industry. Ajit shares insights on the competitive landscape and the significance of understanding the distinct nature of B2B compared to B2C marketing. Takeaways Bombora focuses on the P2P space, serving sales and marketing needs. B2B marketing involves long and complex sales cycles. Data is crucial for targeting the right accounts in B2B. Activation of data is available through major DSPs and social channels. Granularity in audience targeting helps overcome company size disparities. AI's role in B2B marketing is evolving but remains data-dependent. Understanding customer behavior is key to effective targeting. Frequency capping at the account level is essential for B2B campaigns. Bombora's partnerships with publishers enhance data quality. Specialization in B2B marketing differentiates Bombora from larger platforms. Chapters 00:00 Introduction to Bombora and Its Mission 03:07 Understanding B2B Marketing Dynamics 06:09 Data Utilization in B2B Marketing 08:47 Targeting Strategies and Audience Granularity 11:50 The Role of AI in B2B Marketing 14:58 Competitive Landscape and Challenges 18:01 Lightning Round and Fun Insights Learn more about your ad choices. Visit megaphone.fm/adchoices

In this episode of the Marketecture Podcast, hosts Ari Paparo and Eric Franchi discuss the recent Google search remedies and their implications for the market. They delve into the antitrust issues surrounding Google, the upcoming ad tech trial, and the complexities of Epsilon's SSP. The conversation also touches on Perplexity's struggles in advertising, OpenAI's strategic acquisition, and emerging trends in ad tech and AI. Additionally, they explore insights from the CTV landscape, including Roku's growth and the NFL Red Zone's new commercial strategy, concluding with a discussion on Paramount's potential acquisition of The Free Press. Takeaways Chapters Learn more about your ad choices. Visit megaphone.fm/adchoices

In this emergency episode of the Market Texture Podcast, Ari Paparo and Alan Chapell discuss the recent ruling by Judge Metta regarding Google's monopoly status. They analyze the implications of the ruling, including the decision not to divest Chrome or Android, the impact of distribution deals, and the challenges of data sharing. The conversation also touches on the missed opportunity for choice screens, the future of Google's search monopoly, and the DOJ's approach to antitrust cases. The episode concludes with thoughts on potential settlements and the global implications of the ruling. Takeaways Judge Metta's ruling largely favored Google's proposals. Chrome and Android were not deemed necessary for divestment. Distribution deals remain intact, benefiting Google. Data sharing is complicated by privacy concerns. Choice screens were dismissed as ineffective by the judge. The ruling does not reduce Google's search monopoly. AI's rise may challenge Google's dominance in the future. The DOJ's commitment to antitrust cases is uncertain. Future antitrust cases may focus on AI and other areas. Global implications of the ruling may affect future legislation. Chapters 00:00 Introduction to the Emergency Episode 01:08 Judge Metta's Ruling Overview 02:02 Chrome and Android: The Monopoly Debate 05:37 Distribution Deals and Their Implications 09:13 Data Sharing and Its Challenges 14:41 Choice Screens: A Missed Opportunity 15:31 The Future of Google's Search Monopoly 19:42 Natural Monopoly vs. Competition 21:13 DOJ's Approach and Future Antitrust Cases 22:55 Next Steps for Google and Potential Settlements 26:36 Global Implications and Future Legislation Learn more about your ad choices. Visit megaphone.fm/adchoices

Ari Paparo sits down to talk about his new book Yield: How Google Bought, Built, and Bullied Its Way to Advertising Dominance, and talk about some of the defining moment of ad tech.Buy the book at https://www.amazon.com/Yield-Google-Bullied-Advertising-Dominance/dp/B0F67HV2BBFollow ADSN: https://TheADSN.comhttps://x.com/The_ADSNhttps://open.spotify.com/show/3JyftL7aNBc7Q5axOdIaovhttps://youtube.com/@theadsn

In this episode, Ari Paparo moderates a debate about the role of transaction IDs in the ad tech industry with Mike O'Sullivan, co-founder of Sincera and now part of The Trade Desk, and Chris Kane, founder of Jounce Media. The conversation covers the benefits and drawbacks of transaction IDs, publisher concerns about revenue and data privacy, and the influence of the Trade Desk. The episode also looks into the complexities of auction duplication and the need for transparency and standardization in digital advertising. In The Refresh, Ari and Eric Franchi discuss related topics, including CTV pause ads, AI payment models, and Amazon's decision to block AI bots from scraping data. Takeaways Transaction IDs help harmonize ad requests and improve auction processes. Publishers express concerns about potential revenue loss and data privacy. The Trade Desk's influence is a point of concern for many publishers. Request duplication presents a significant challenge in ad tech. Engaging with buyers is crucial for publishers to understand market needs. Recent pre-bid changes have limited publishers' strategic options. Cleaner auctions can benefit both buyers and sellers. Transparency is vital for fair competition in the ad market. Publishers should seek clarity on how their inventory is presented. Standardization is needed for better performance in the ad tech ecosystem. Chapters 00:00 Introduction to Transaction IDs 02:15 Understanding Transaction IDs and Their Controversy 05:15 Publisher Concerns and Revenue Implications 09:01 The Impact of Request Duplication 14:35 Practical Uses of Transaction IDs for DSPs 18:46 The Future of Transaction IDs in Ad Tech 19:22 The Pre-Bid Controversy 20:53 Skepticism in the Market 25:11 Fear of Trade Desk's Power 30:12 Navigating Publisher Concerns 35:03 Advice for Publishers Moving Forward Learn more about your ad choices. Visit megaphone.fm/adchoices

How did Google become one of the most powerful forces in advertising—and what happens when that power crosses the line? Ari Paparo, ad tech veteran, Marketecture founder, and author of Yield: How Google Bought, Built, and Bullied Its Way to Advertising Dominance, takes us inside the deals, innovations, and strong-arm tactics that reshaped the industry. From behind-the-scenes stories of the “Rocket Docket” antitrust trial to the coming AI disruption of search, Ari shares candid insights on market dominance, branding, and the future of digital advertising. How Google bought, built, and bullied its way to dominance in the ad tech industry — and why multiple governments have called its behavior monopolistic What happened inside the Virginia “Rocket Docket” antitrust trial that inspired Ari's book Yield, including behind-the-scenes stories from the courtroom How Google's market power has steamrolled smaller ad tech companies and shaped the open web — and what might change if regulators break it up Why AI and large language models could disrupt Google's search dominance for the first time in decades, reshaping SEO, SEM, and marketing strategy The branding lesson Ari took from clothing retailer Buck Mason — and why a perfectly on-the-nose brand experience can leave a lasting impression Ari Paparo began his career in digital advertising during the early days of the internet and went on to shape how online ads work today. He has led product teams at AppNexus and Bazaarvoice, helped create industry standards including the VAST video specification and Nielsen's Digital Ad Ratings, and founded the media company Marketecture to make sense of the complex ad tech world. A sought-after speaker and host of the Marketecture podcast, Ari is also the author of Yield: How Google Bought, Built, and Bullied Its Way to Advertising Dominance, offering a behind-the-scenes look at the rise of one of the most powerful forces in technology. Ari pointed to Buck Mason—a clothing store he stumbled into with his wife in New York. Despite describing himself as “not a big clothes person” who usually dresses like a slob, he was struck by how perfectly the brand nailed its vibe: black T-shirts, a classic car parked in the middle of the store, art books casually scattered yet deliberately placed, and even a liquor bar to loosen wallets. Founded less than a decade ago in Venice Beach, Buck Mason impressed Ari as a masterclass in creating a brand experience so spot-on it feels like it was built in a lab for its ideal customer. Connect with Ari on LinkedIn and the Marketecture website. Check out his new book, Yield: How Google Bought, Built, and Bullied Its Way to Advertising Dominance. Go down the internet rabbit hole on Ari's Adland.tv — home to 80,000+ vintage TV ads. On Brand is a part of the Marketing Podcast Network. Until next week, I'll see you on the Internet! (00:00) Intro (00:29) Ari's background in ad tech and industry standards (01:20) Breaking down Google's strategy: bought, built, bullied (03:08) Conflicts of interest and antitrust cases against Google (05:10) Covering the “Rocket Docket” trial and stories from the courtroom (06:32) The impact of Google's dominance on smaller ad tech companies (08:02) What might change if regulators break up Google (12:01) Google's brand halo vs. behind-the-scenes behavior (16:12) Privacy, third-party cookies, and regulatory pressures (19:00) AI disruption and the future of search (21:08) Marketing implications: SEO, SEM, and influencer marketing (23:01) The buzzword Ari is tired of hearing (24:52) The brand that made Ari smile: Buck Mason (26:20) Where to learn more about Ari and Marketecture (27:32) Closing remarks Learn more about your ad choices. Visit megaphone.fm/adchoices

Ari Paparo and Eric Franchi sit down with Scott Howe, CEO of LiveRamp, for an open conversation about how the ad tech world is changing. They talk about LiveRamp's shift from simply “data onboarding” to helping companies work together securely, how AI gets a real boost when you feed it the right kind of data, and what's actually happening now that cookies are fading away. Scott also shares real-world stories, from loyalty programs to connected TV, that show why smart collaboration might be the best way to stand out against the biggest players. Takeaways LiveRamp has moved from moving data around to helping partners actually use it together AI works best when powered by private, permissioned data instead of just public information Cookies are losing importance, and direct, authenticated connections are taking the lead Mid-sized players with unique data can compete more effectively with walled gardens The industry needs clear, open standards for sharing data to avoid repeating past mistakes Chapters 00:00 – Catching Up and News of the Week: Streaming deals, TTD updates, and AI chatter 02:34 – What LiveRamp Is Now: From onboarding to true collaboration 03:40 – AI's Data Diet: Why proprietary signals matter most 05:20 – Clean Rooms in Action: A snack brand, a retailer, and a social platform walk into a campaign 06:55 – Life After Cookies: Authenticated reach is already ahead 09:26 – Hedged Gardens: Where smaller but mighty players fit in 13:31 – The UCP Idea: Building shared rules for sharing data Learn more about your ad choices. Visit megaphone.fm/adchoices

"It's as if we were both JP Morgan and the New York Stock Exchange." — Quoting a Google executive in his new book, Ari Paparo lays out the case against the tech giant. In this Technology Reseller News podcast, Publisher Doug Green interviews Ari Paparo, CEO of Marketecture TV and author of Yield: How Google Bought, Built, and Bullied Its Way to Advertising Dominance. Paparo draws on two decades in ad tech—including his time at DoubleClick during its $3.1 billion acquisition by Google—to explain how the search giant built a commanding position across the digital advertising ecosystem. The conversation centers on the OpenX civil suit against Google, which follows a federal court ruling finding Google guilty of abusing its monopoly in advertising technology. Paparo details how Google's control of both the ad server market and the AdX exchange created a “tie” that locked out competitors, costing companies like OpenX market share and even forcing layoffs. With Google facing multiple antitrust actions worldwide—including parallel cases in search and app stores—Paparo says the September remedies trial could reshape the economics of online publishing. The discussion also examines the broader implications for news organizations and independent publishers, with Paparo predicting that breaking Google's control could open access to new advertising demand sources such as Meta. However, he warns that the rise of AI could create a new winner-take-all dynamic, potentially replacing one dominant gatekeeper with another. For advertisers, Paparo advises pragmatism—continue investing where ROI is strongest, chiefly Google and Meta—while publishers should focus on controlling their distribution through channels like email and podcasts rather than relying on referral traffic. Paparo's Yield—currently a #1 Amazon bestseller in the media category—offers what he describes as a “Michael Lewis–style” narrative for understanding the stakes of ad tech dominance, its impact on journalism, and the uncertain future of an open web. Learn more about Ari Paparo's work at aripaparo.com or find Yield on Amazon and major booksellers.

Brian Wieser, CEO of Madison and Wall, sits down with Ari Paparo and Eric Franchi to talk about the current state of advertising and media agencies. They cover recent earnings, the role of AI, and strategic shifts at companies like WPP and Publicis. Brian also shares his views on the economic climate and its effects on the industry. Learn more about your ad choices. Visit megaphone.fm/adchoices

Casey Saran, CEO of Spaceback, joins Ari Paparo and Eric Franchi to talk about how brands are approaching creative in a landscape shaped by social platforms, AI tools, and evolving media formats. The conversation covers the use of organic and creator content in paid campaigns, the growing volume of creative assets, and how some brands are adapting their internal processes. They also touch on platform updates from Meta, TikTok, Spotify, and more in the context of recent earnings and product changes. Learn more about your ad choices. Visit megaphone.fm/adchoices

Send us a textWhat if the internet as we know it is quietly ruled by one company?Ari Paparo, ad tech insider and author of Yield: How Google Bought, Built, and Bullied Its Way to Advertising Dominance, joins FUTUREPROOF. to expose how Google quietly cornered the online ad market—and what that means for journalism, business, and democracy.We dig into auction rigging, publisher exploitation, antitrust litigation, and whether anyone can really compete with Google in digital advertising. If you care about the business model of the internet, this episode is essential listening.Topics Discussed:How Google consolidated power in digital advertisingThe myth of platform neutralityWhat publishers lost—and what they're trying to win backKey moments that shaped Google's ad empireWhy the DOJ's antitrust case matters more than you thinkHow Google's dominance affects the future of journalismResources:Yield by Ari Paparo (Amplify, 2025)Follow Ari at marketecture.tv

Next in Media spoke with Marketecture CEO Ari Paparo, author of the new book "Yield: How Google Bought, Built, and Bullied Its Way to Advertising Dominance" about how Google was able to build a monopoly on programmatic ads, despite so many people in the ad industry shouting about it for years - and whether we can stop the next one.

In this week's episode of the podcast, I am joined by Ari Paparo, whose new book, Yield, is currently on pre-sale (see my review here). Yield follows Google's growth in the "open web display market", starting with its acquisition of DoubleClick and ending with the company being found guilty of abusing its monopoly power in the "ad tech" antitrust suit brought against it by the Department of Justice.But Yield also documents the history of modern digital advertising, from the advent of the advertising exchange to cookie targeting to yield management. The book provides a fascinating and engaging chronology of the events that shaped the internet economy, anchored to the characters that participated in them.In this episode, among other things, Ari and I discuss:The atmosphere in early 2000s-era New York as programmatic advertising took shapeHow and why Facebook's business model diverged from Google'sThe flaws in the open web advertising business model and whether the current state of the open web was pre-ordainedAdditionally, we discuss Ari's current venture, Marketecture, which is hosting its next event, Marketecture Live, in New York in October. I'll be presenting a keynote at the event, and tickets are currently available for purchase.Thanks to the sponsors of this week's episode of the Mobile Dev Memo podcast:INCRMNTAL⁠⁠. True attribution measures incrementality, always on.ContextSDK. ContextSDK uses over 200 smartphone signals to detect a user's real-world context, allowing apps to deliver perfectly timed push notifications and in-app offers.Interested in sponsoring the Mobile Dev Memo podcast? Contact ⁠Marketecture⁠.The Mobile Dev Memo podcast is available on:Apple PodcastsSpotify

Ari Paparo talks with Stephen Upstone, CEO and founder of LoopMe, about the company's beginnings and its use of AI in advertising. They cover topics like measuring outcomes, navigating brand suitability, handling attribution, and dealing with data privacy. The conversation also looks at how LoopMe fits into the changing ad tech landscape. Learn more about your ad choices. Visit megaphone.fm/adchoices

Ari Paparo has done it all in digital advertising—from DoubleClick and Google to founding Beeswax and covering the DOJ antitrust trial as an independent analyst.In this conversation with Capitol Forum Executive Editor Teddy Downey, Ari shares his insider take on:

Ari Paparo talks with Nikhil Jain, VP of Insights and Marketing Solutions at Dailymotion Ads, about the company's work around attention as both a measurement and planning tool. The discussion covers how attention is defined, how it's being predicted through AI and modeling, and the role of creative analysis, inventory quality, and sentiment in shaping campaign outcomes. Jain also shares how Dailymotion is applying video-level analysis, from visuals to audio and text, to support more informed targeting and media planning. Learn more about your ad choices. Visit megaphone.fm/adchoices

Ari Paparo and Eric Franchi sit down with Erin Foxworthy, Global Head of Marketing and Advertising at Snowflake, to discuss how marketing teams are rethinking data infrastructure in a shifting landscape. Erin reflects on her path through agencies, entertainment, and tech, and how that journey informs her current perspective. The conversation covers the move from legacy tools like DMPs to composable CDPs, the importance of data governance, and why some companies are opting to keep data where it is. They also touch on clean rooms, identity resolution, and the early role of AI in working with structured marketing data. Learn more about your ad choices. Visit megaphone.fm/adchoices

Ramsey McGrory, newly appointed President of Prisma at MediaOcean, joins Ari Paparo to discuss how the company is evolving its platform across linear and digital media. They unpack the implications of MediaOcean's acquisitions, including Innovid and Protected, and what it means to consolidate media planning, buying, and verification in an increasingly fragmented ad ecosystem. Ramsey also reflects on the role of buy-side ad serving today, the integration of AI, and how Prisma is adapting to agency and brand needs in the age of converged TV. Learn more about your ad choices. Visit megaphone.fm/adchoices

Topic: Google's advertising dominance. Ari Paparo discusses his childhood and professional journey (01:14), his book “Yield” (14:34), the origins and evolution of programmatic advertising (18:43), the unfair tactics Google used to maintain its dominance (23:02), the viability of the CPM-based model and the demise of the cookie (36:19), other players in the digital advertising market (39:55), upcoming innovations in ad delivery (41:54), and current regulatory issues (43:03).

Ari Paparo and Eric Franchi speak with Adam Epstein, co-founder and CEO of Gigi, an AI assistant focused on automating tasks within the Amazon DSP. Adam shares how the product evolved from a streaming TV tool to a broader AI-powered platform for media agencies. He discusses the challenges of training a vertical AI agent using retrieval-augmented generation (RAG), the reasoning behind a chat-based interface, and how agencies are integrating their own processes into Gigi. The conversation also touches on the potential impact of agentic AI on agency workflows and team structures. Learn more about your ad choices. Visit megaphone.fm/adchoices

Ari Paparo talks with Justin Evans, Head of Innovation and Insights at Samsung Ads and author of The Little Book of Data. They discuss the core ideas behind the book, how data concepts apply across industries, and why clear thinking rather than technical expertise is often what matters most. The conversation also touches on Evans's time in ad tech, his writing process, and what data can (and can't) explain. Learn more about your ad choices. Visit megaphone.fm/adchoices

Ari Paparo chats with Milly Botes, VP of Product Management at Acast, about how the company's podcast monetization platform and ad network. Milly breaks down the evolution of dynamic ad insertion, what makes host-read ads so effective, and how Acast is using AI to help with podcast discovery for advertisers Learn more about your ad choices. Visit megaphone.fm/adchoices

Ari Paparo sits down with Oleg Korenfeld, CTO of CMI Media Group, to discuss their experience integrating AI into agency media planning. They explore the challenges of working with multiple data sets, the limitations of generative AI in answering precise data queries, and how they adjusted their approach to automation. Oleg also shares insights on legal considerations, practical rollout hurdles, and the future potential of AI in media insights and planning. Learn more about your ad choices. Visit megaphone.fm/adchoices

Ari Paparo talks with Sean Muller, CEO of iSpot, about the challenges and opportunities in measuring video across platforms such as linear TV, streaming, and social media. They explore how AI is helping to accelerate insights and enhance creative planning, and how marketers are adapting to changes in video consumption and advertising strategies. The conversation also touches on how paid and earned media are managed within marketing teams. Learn more about your ad choices. Visit megaphone.fm/adchoices

Ari Paparo sits down with Tony Marlow, CMO of LG Ad Solutions, at Cannes to unpack trends in connected TV. They cover ad innovation on smart TVs, the role of OEMs in media strategy, and how AI is starting to shape both targeting and creative. A grounded conversation on where CTV is headed—and what challenges remain. Learn more about your ad choices. Visit megaphone.fm/adchoices

Ari Paparo talks with Philip Inghelbrecht, CEO and co-founder of Tatari, about how TV advertising is changing. They cover outcome-based measurement, the role of DSPs in connected TV, and how Tatari is using AI in creative workflows and media planning. The conversation also touches on how brands of different sizes approach TV and what trends are shaping the space. Learn more about your ad choices. Visit megaphone.fm/adchoices

Mark Grether, GM of PayPal Ads, joins Ari Paparo to break down how PayPal is approaching ads using data from PayPal, Venmo, and Honey. They talk about off-site targeting, commerce media, and why PayPal's position in the market might be more powerful than people realize. Learn more about your ad choices. Visit megaphone.fm/adchoices

Ari Paparo speaks with Louqman Parampath, VP of Product for Ads and Commerce at Roblox, to break down how the company is building out its ad business. They discuss Roblox's massive user base, its immersive environment, and how creators and brands are monetizing the platform. Topics include ad formats like rewarded video, the role of programmatic, brand safety in a youth-dominated space, and what the future looks like for ads in the Roblox universe. It's a detailed look at how a gaming platform is redefining digital engagement and advertising. Learn more about your ad choices. Visit megaphone.fm/adchoices

Ari Paparo speaks with Matthew Doherty, CEO of EXTE North America, about the company's recent rebranding and its approach to entering the U.S. market. They cover EXTE's contextual targeting technology, how its optimization functions across various media environments, and the challenges of fitting into existing ad tech workflows. The discussion also explores broader industry topics such as supply-side developments and the influence of creativity on performance. Learn more about your ad choices. Visit megaphone.fm/adchoices

Ari Paparo and Eric Franchi are joined by David Berkowitz, a longtime marketer and founder of Serial Marketers and the AI Marketers Guild. They talk about the evolving role of community in marketing, how AI is reshaping creative work, and the uncertain future of entry-level marketing jobs. Plus, reflections on Mountain's IPO, WPP's AI push, and what it's like to build a brand when your name comes with unexpected baggage. Learn more about your ad choices. Visit megaphone.fm/adchoices

Ari Paparo speaks with Aaron McKee, CTO of Blis, recently acquired by T-Mobile. They discuss Blis's unique geo-based approach to omnichannel media planning and measurement, how it delivers performance across hard-to-reach environments like iOS and CTV, and why traditional cookie-dependent strategies may fall short. Aaron also explains how Blis handles optimization, measurement through geo holdout groups, and compliance in a shifting regulatory landscape. Learn more about your ad choices. Visit megaphone.fm/adchoices

Eric Franchi and Ari Paparo are joined by Olivia Kory, Chief Strategy Officer at Haus, Olivia explains her research on YouTube and AppLovin as well as how the methodology can work across media. The group discusses the big news that Xandr Invest is shutting and recaps the DMS conference. Learn more about your ad choices. Visit megaphone.fm/adchoices

Taboola CEO Adam Singolda joins Ari Paparo to explore the company's role in the open web, from evolving publisher monetization models to the impact of AI on content personalization. They discuss the balance between relevance and quality, the rise of commerce content, and how platforms like Taboola are navigating scale and trust in a changing digital landscape. Learn more about your ad choices. Visit megaphone.fm/adchoices

Ari Paparo speaks with Andy Batkin, CEO of Duration Media, about the launch of Curation Media, a new approach to programmatic advertising. They explore the shift away from middlemen, how real-time viewability tech is creating unique, high-quality ad impressions, and what “scarcity at scale” really means for both publishers and buyers. It's a thoughtful dive into how supply path optimization and sustainability intersect with innovation in the ad tech space. Learn more about your ad choices. Visit megaphone.fm/adchoices

TripleLift CEO Dave Helmreich joins Ari Paparo to discuss his first 60 days at the helm and how the company is evolving beyond its native roots. They explore TripleLift's push into creative as a differentiator for programmatic, its role in powering retail media through adaptive commerce solutions, and how it's helping publishers and advertisers innovate in CTV. Dave also shares thoughts on balancing infrastructure with innovation, where the biggest growth opportunities lie, and why he thinks TripleLift is like a hummingbird. Learn more about your ad choices. Visit megaphone.fm/adchoices

In this episode, Ari Paparo interviews Eric Tilbury, Head of Operations at Inouvo, to explore how their platform moves beyond traditional keyword targeting using a proprietary “concept graph.” Tilbury explains how Inouvo identifies the underlying meaning and sentiment of content at the sentence level, enabling more precise ad targeting—even without user identifiers. He shares the company's origins from a UCLA machine learning lab, their dual business model spanning ad tech and publishing, and the ongoing challenge of attribution in a post-ID world. The conversation also touches on how Inouvo integrates with Microsoft's SSP and why building trust around alternative measurement remains a key hurdle. Learn more about your ad choices. Visit megaphone.fm/adchoices

In this episode of Marketecture, Ari Paparo sits down with Gary Mittman, CEO of KERV.ai, to discuss how AI-driven video analysis is transforming contextual relevance and shopability. Mittman explains how KERV's technology identifies key moments in video content to enable dynamic, targeted ad placements, creating new opportunities for publishers and advertisers. The conversation covers use cases with major media companies, the role of AI in ad compliance, and the challenges of integrating contextual targeting into the evolving ad tech landscape. Learn more about your ad choices. Visit megaphone.fm/adchoices

In this episode of the *Programmatic Digest Podcast*, we hear the unique career journeys of Shannon Rudd and Allie Lichtenberg into adtech. Allie, who started in biology and chemistry, now runs her own programmatic media buying company, Ad Lucem. Shannon shares her experience moving from publishing to consulting for midsize publishers, showing how the ad tech world is always changing.   We also talk about important industry topics like privacy (specifically PETs) and diversity at tech conferences. Women and BIPOC (Black, Indigenous, and People of Color) representation matters, and we highlight the humor, support, and progress happening at these events.   The episode also dives into the hidden heroes of programmatic advertising, the "programmatic ninjas" in ad operations. We discuss new tools for brand safety and media trading, as well as insights from ad tech pioneer Brian O'Kelley on improving user experience. Plus, we look at how community-driven brands like Marketecture Live and Advance Women are shaping the future of the industry.     Special shoutout to our honorary mentions: Advance Women: https://advancewomenofficial.com/  Priti Powell: https://www.linkedin.com/in/pritip7/  Hollis Guerra: https://www.linkedin.com/in/hollisguerra/  Sophia Westrich:  https://www.linkedin.com/in/sophiawestrich/   Melinda Han Williams: https://www.linkedin.com/in/melindahan/  Mike Hauptman: https://www.linkedin.com/in/michaeljhauptman/  ATG: https://www.adtechgod.com/  Admonster: https://www.admonsters.com/conferences-and-events/  Lynne D Johnson: https://www.linkedin.com/in/lynnedjohnson/   Advance Women: https://advancewomenofficial.com/  Priti Powell: https://www.linkedin.com/in/pritip7/  Hollis Guerra: https://www.linkedin.com/in/hollisguerra/  Sophia Westrich:  https://www.linkedin.com/in/sophiawestrich/   Jeremy Bloom: https://www.linkedin.com/in/jeremypbloom/  Amelia Tran: https://www.linkedin.com/in/ameliatran/  Ari Paparo: https://www.linkedin.com/in/aripaparo/  Chris Luna: https://www.linkedin.com/in/chris-luna-a85017b/  Rob Beeler: https://www.linkedin.com/in/robertabeeler/  Melissa Chapman: https://www.linkedin.com/in/melissashaychapman/   Brian O'Kelley: https://youtu.be/_kjfCrHvnGk?si=RM3IQpcXpAQXFCXx  Iesha White: https://youtu.be/2edt1xrHNdQ?si=cFS2eQfejKLW21mz  Albert Thompson: https://youtu.be/fd_zzQZx-PI?si=o1eI_IFuAtsFvFfp  Announcement   We have opened The Reach and Frequency MEMBERSHIP, exclusive to programmatic ninjas, adops, adtech unicorns looking for a community where we can learn freely and judgement free.  https://programmaticdigest14822.ac-page.com/executivemembership    About Us: We teach historically excluded individuals how to break into programmatic media buying and land their dream jobs. Through our Reach and Frequency® program, an engaged community, and expert coaching, we offer: Customized training roadmaps for teams focusing on campaign performance, cross-departmental communication, and revenue growth. Request a sample training roadmap A hybrid model where we activate and train in DSPs. Book a Free Call   Programmatic Training & Coaching: Accelerator Program: A 6-week structured program with live coaching, hands-on DSP exercises, and real-time feedback. Sign Up Self-Paced Course: Learn at your own speed with full content access. Enroll Here Waitlist for Future Workshops: Join Here  Timestamp: (00:02) - Programmatic Industry Insights From Mockitecture (14:39) - Privacy and Diversity in Tech Conferences (18:45) - Industry Diversity and Inclusion Discussion (31:52) - Ad Ops in Ad Tech (40:28) - Brand Safety and Ad Tech Innovations (46:59) - Evolution of Tech Industry Insights     Meet Our Guest: Allie Lichtenberg https://www.linkedin.com/in/allisonmottolalichtenberg/  Shannon Rudd https://www.linkedin.com/in/srudd/ Meet The Team: Hélène Parker - Chief Programmatic Coach https://www.heleneparker.com/  https://www.linkedin.com/in/helene-parker/ Learn Programmatic As a TEAM: https://www.heleneparker.com/workshop/  As a Programmatic Ninja: https://www.heleneparker.com/course/ Programmatic Coaching Newsletter:https://www.heleneparker.com/newsletter/    Programmatic Digest https://www.linkedin.com/company/programmatic-digest-podcast https://www.youtube.com/@programmaticdigest    Manuela Cortes - Co-Host  Programmatic Digest In Espanol  https://www.linkedin.com/in/manuela-cortes-/   Looking for programmatic training/coaching?    Sign up to our Accelerator Program:  A 6-week structured program with live coaching, hands-on within DSP(s) exercises, and real-time feedback—perfect for those who thrive on accountability and community, and looking to grow their technical skillset https://reachandfrequencycourse.thinkific.com/courses/program    Self-Paced Course: Full access to course content anytime, allowing independent learners to study at their own speed with complete flexibility. https://reachandfrequencycourse.thinkific.com/bundles/the-reach-frequency-full-course  Join our next workshop by signing up to our waitlist below: https://www.heleneparker.com/waitlist/     

Have feedback or a question? Text us!SummaryIn this episode of the Marketecture podcast, host Ari Paparo is joined by Eric Franchi and Tim Rowe, founder of the OOH Insider podcast, to dive into the world of Out-of-Home (OOH) and Digital Out-of-Home (DOOH) advertising. The episode kicks off with an exciting scoop about a recently published deck from DoubleClick (get it here), revealing insights that highlight their conservative estimates regarding media revenue.  From there, it's an action-packed conversation about Why DOOH Matters, how it's being traded, and speculation on winners and losers as the programmatic pieces fall into place.TakeawaysMarket Size and Growth: The global DOOH market is approximately $21 billion, with $5 billion in the U.S. Despite growth, its share of advertising spend is declining, indicating challenges in capturing a larger market share.Fragmentation Challenges: The DOOH industry faces fragmentation, with many screens and networks leading to inefficiencies. Most programmatic transactions occur through private marketplaces (PMPs), complicating the buying process.Future of DOOH: The integration of DOOH with connected TV (CTV) and advancements in technology, such as first-party data utilization, are seen as key opportunities for growth and innovation in the sector.Attention Measurement: The collaboration between IAB and MRC for attention measurement accreditation is a significant step towards validating attention as a metric in advertising, which could benefit OOH advertising strategies.Chapters00:02:05 - Why Care About OOH/DOOH?00:02:23 - Case for DOOH00:02:49 - Market Size of DOOH00:04:07 - Growth Challenges in DOOH00:07:16 - Programmatic Transactions in DOOH00:08:03 - Leading Programmatic Companies in DOOH00:13:08 - Measurement in DOOH00:16:33 - Future of DOOH and CTV Convergence00:21:45 - Roku's Role in DOOH00:37:41 - Attention Measurement in OOHCheck out the Marketecture Podcast at https://www.marketecture.tv/Join OOH Insider and Placer.ai at The Premier Leadership Conference for those Building the Future with Location Analytics, December 10th, 2024 at Pier Sixty. Use discount code OOHInsider70 to save 70% at registration. Learn more here.

Now that the Google antitrust trial focused around digital advertising has ended, the next move will be the Department of Justice and Google coming back to the courtroom November 25 for closing arguments.Marketecture's Ari Paparo, who has covered the entire trial, dives into what he thought of Google's defense, what the ruling might be and what the next steps could be for the digital advertising industry._______ To read the full stories included in this episode: ‘They were holding us hostage': Inside the groundbreaking Google ad tech trial: https://www.thecurrent.com/whats-happening-at-the-google-ad-tech-trialBeyond Day 15: What's next for Google? https://monopoly.marketecture.tv/p/beyond-day-15-d0efDay 13: The end is nigh! https://monopoly.marketecture.tv/p/day-13-the-end-is-nighReaders Are Flocking To Political News, Says WaPo – And Advertisers Are Missing Out: https://www.adexchanger.com/publishers/readers-are-flocking-to-political-news-says-wapo-and-advertisers-are-missing-out/_______ The Current Report is our weekly news roundup of what's happening in the world of digital media. We headline topical stories every edition — everything from connected TV to retail media networks to new initiatives around identity — offering our fresh take on why it's relevant for the marketing community. Subscribe: https://bit.ly/45HIaXH_______ Each week, The Current gives you the most critical innovations in advertising that are happening on the open internet — identity, the future of TV, retail media, and beyond. Born inside The Trade Desk, The Current is a news platform dedicated to covering the latest in modern marketing — all from the front lines. Speaking to the marketing world's most influential players, we explain what these seismic shifts mean, how they are happening, and why they are taking place: https://bit.ly/3SAM0wR

Covering Google's ad tech antitrust trial in Virginia is surreal for anyone who's been in ad tech as long as Ari Paparo. He knows most of the people on the stand.

In this week's episode of the Mobile Dev Memo podcast, I speak with notable ad tech authority and former podcast guest Ari Paparo about the specifics of the Department of Justice's lawsuit against Google in its ad tech lawsuit, which recently went to trial. Ari is the CEO of Marketecture, which recently launched a new sub-site dedicated to Google's antitrust lawsuits called The Monopoly Report. I used this opportunity to speak to Ari to have him explain the various allegations made in the lawsuit (which I originally covered here). Among other things, Ari explains the specifics of: Google's restriction of its demand to AdX; Google's restriction of real-time bidding to AdX, while giving AdX "first look" (dynamic allocation); Project Bernanke / Global Bernanke / Project Bell; Header bidding and why Google wanted to suppress it; Project Poirot; Unified Pricing Rules / removing per-exchange price floors; Who was harmed by these tactics, and how. Thanks to the sponsors of this week's episode of the Mobile Dev Memo podcast: Kayzen. A mobile-first DSP that is built to democratize programmatic advertising. INCRMNTAL⁠⁠. True attribution measures incrementality, always on. Interested in sponsoring the Mobile Dev Memo podcast? Contact ⁠Marketecture⁠.

This week marks an important moment in the history of digital advertising as the U.S. Department of Justice presses its case that Google is a monopolist in ad tech. The seeds of this case were planted in 2007, when Google bought DoubleClick, a critical piece of internet advertising infrastructure that was widely used by advertisers and publishers in running ad campaigns. With DoubleClick in the fold, Google methodically grew to dominate all phases of digital advertising by piecing together a full stack solution for ad tech, supplying the tools used to both buy and sell ads as well as the exchange used for transacting. And Google was the biggest source of demand for the exchange. The go-to comparison of this situation is if Goldman Sachs owned the New York Stock Exchange.On this week's episode of The Rebooting Show, I spoke to Ari Paparo, a former DoubleClick executive and ad tech veteran who now runs Marketecture. Ari, in addition to being the funniest person in ad tech, knows the history. We go back in time to when the Google-DoubleClick deal took place, just as programmatic advertising was becoming a reality, and get into the weeds about why controlling the plumbing of digital advertising created an unavoidable set of misaligned incentives.

AdTechGod sits down with Paul KnegtenPaul Knegten is a marketing expert with an impressive career that spans across some of the most innovative companies in the adtech industry. Paul is best known as the former CMO at Beeswax, a company that was successfully acquired by Comcast, working alongside my current boss, Ari Paparo. But that's just the beginning of his successful story.Paul has also served as the CMO at Outbrain, bringing his unique vision and expertise to one of the leading content discovery platforms. As a co-founder of Amitree, he demonstrated his entrepreneurial spirit and ability to innovate in an often very competitive space.Thanks to LiveIntent and AdQuick for sponsoring this episode.

My guest on this week's episode of the Mobile Dev Memo podcast is Ari Paparo, a prominent entrepreneur and thought leader within the digital advertising ecosystem. The impetus of our conversation is a newsletter that he published several weeks ago for Marketecture in which he asked, Did it have to be this way?. From that piece: "After reading this, you're forgiven for thinking that the web is dead. Not dead yet, but certainly in decline. Media companies have pivoted to CTV. The NY Times makes more money from games than news. The advertisers are finding more of their customers on retail sites through Commerce Media. When you zoom out, these are all parts of the same story, but it could have maybe been different." Ari and I discuss the history of and future prospects for the open web, including: The benefits of closed-loop advertising systems over the open web; Whether a fractured and stratified ecosystem of closed-loop walled gardens is a best-case scenario for digital advertising; The notion of the “open internet”; How the digital advertising ecosystem evolved differently than Ari would have expected at the time of Google's acquisition of DoubleClick; Netflix's announcement that it will develop its own advertising platform; What Ari predicts for the future of third-party cookies in Chrome. Thanks to the sponsors of this week's episode of the Mobile Dev Memo podcast: ⁠⁠⁠Clarisights⁠⁠⁠. Go to⁠⁠⁠ clarisights.com/demo⁠⁠⁠ to try it out for free. You'll see why thousands of performance marketers trust Clarisights every day.⁠⁠ INCRMNTAL⁠⁠. True attribution measures incrementality, always on. Interested in sponsoring the Mobile Dev Memo podcast? Contact ⁠Marketecture⁠.

The VAST (Video Ad Serving Template) standard, as explained by Ari Paparo, was developed to facilitate the integration of video ads across various platforms, addressing early challenges in the digital advertising space such as the lack of a unified method for embedding video content in ads. Initially created during Paparo's tenure at DoubleClick, VAST aimed to standardize the delivery of video ads, enabling a more straightforward interaction between video publishers and advertisers. This standard was crucial for simplifying the ad-serving process, allowing publishers to implement a single ad-serving template that could work across multiple platforms, thereby increasing the efficiency and reach of video advertising. The development of VAST was a pivotal moment that not only enhanced video ad operations but also led to the formation of the IAB Tech Lab, an entity focused on creating technical standards for the digital advertising industry.For more in-depth discussion of these topics and links to the news we discuss, subscribe to the Marketecture newsletter at https://news.marketecture.tvCopyright (C) 2024 Marketecture Media, Inc.For more in-depth discussion of these topics and links to the news we discuss, subscribe to the Marketecture newsletter at https://news.marketecture.tvCopyright (C) 2024 Marketecture Media, Inc.

Here's what you need to know for today in the business of podcasting: Apple's New iOS 17 Software Is A Positive Step For Podcast Advertisers And Content Creators John Wordock and Pierre BouvardTriton Digital US Podcast Report 2023Audiobooks Are Booming. Spotify Wants in on the Action by Alexandra AlterThe Results Are In: Here's What Americans Streamed in 2023 by John KoblinAmazon rolls out ads on Prime Video by Jasmine Sheena…as for the rest of the news: Ari Paparo interviews Spotify's Per Sandell to discuss the company's targeting and adtech, Linkfire announces Engaged Listeners metric for Apple Podcasts, branded podcast production Pop by Pacific Content launches, and MediaPost interviews Ad Results Media's Gretchen Smith about podcast advertising.

Next in Media's new Week In Review show features Ari Paparo and Mike breaking down the biggest stories in media and advertising this week, including the debacle that is The Messenger and the worst case scenario for cookies.TakeawaysThe failure of The Messenger highlights the challenges faced by digital media companies in the current landscape.Mainstream media companies need to adapt to changing consumer preferences and business models to stay relevant.Personal biases can influence opinions and perceptions of media companies and their success or failure.The advertising industry is facing challenges with the proliferation of retail media networks and the impending cookie deprecation.Chapters00:00 Introduction and Experimentation00:28 Discussion on The Messenger01:47 The Failure of The Messenger03:01 The Challenges of Mainstream Media04:33 Personal Bias and Schadenfreude05:09 High Paying Journalism Jobs06:30 The Success of Semaphore07:59 Quibi's Failed Partnership08:55 Quibi's Unusual Content11:10 Issues in the Ad Business11:56 Proliferation of Retail Media Networks12:56 Frustration with Cookie Deprecation14:08 The Impact of Cookie Deprecation17:22 Shift to CTV and Disruption in Advertising19:12 Consolidation in the Streaming Industry

There are few better placed to critique and narrate the history of the digital media landscape, never mind the sub-sector of ad tech, than Ari Paparo. The serial entrepreneur and ‘first influencer of ad tech' – sorry @AdtechGod – now helps to demystify and humanize the often dry milieu of digital media PR in his missives over at Marketecture. This week, he speaks with Digiday reporter Ronan Shields in the second installment of Digiday's Oral History Of Ad Tech in a conversation that focuses on the state of the industry during the opening decade of the 21st Century. His insights include: The hustle that was ad tech in the 1990s Paparo's input to DoubleClick's turnaround, and eventual sale to Google The incredible business model of ad networks in the 2000s How the rise of the ad exchange became the fall of the ad network And just who invented what in ad tech In the coming weeks, Digiday's History of Ad Tech, produced by Digiday Media's audio producer Sara Patterson, lifts the lid on some of the key undercurrents in ad tech over the last 20 years with Seb Joseph, senior news editor, and Ronan Shields, senior reporter, advertising technology, in conversation with some of the key players during that time.