Media Tech Talk #003 – Ari Paparo (Marketecture Media)

Ari Paparo - founder of Markitecture, former CEO of Beeswax, and author of Yield: How Google Bought, Built, and Bullied Its Way to Advertising Dominance, joins Daevid Richards and Paul Luckett for a deep dive into how Google came to dominate ad tech, what the DOJ trial could change, and how AI is shaping the next phase of media automation.

In this episode:

(00:00) – Origins at DoubleClick & creating VAST0

(07:00) – The rise of RTB and AppNexus

(12:00) – Building Beeswax and the Bidder-as-a-Service model

(20:00) – Launching Marketecture & making ad tech make sense

(27:00) – AI hype, fatigue, and where the value really is

(33:00) – The DOJ vs Google AdX/GAM trial explained

(46:00) – Yield: the inside story of Google’s dominance

(56:00) – Lessons for publishers, platforms, and the open web

💬 Guest: Ari Paparo – https://markitecture.tv | https://aripaparo.com

Yield: How Google Bought, Built, and Bullied Its Way to Advertising Dominance - https://www.amazon.com/Yield-Google-Bullied-Advertising-Dominance/dp/B0F67HV2BB/

Hosts: Daevid Richards & Paul Luckett

🎧 Media Tech Talk explores the intersection of media, technology, and innovation through candid conversations with the people shaping the future of digital advertising.

#MediaTechTalk #AriPaparo #AdTech #Markitecture #Programmatic #DigitalAdvertising #Beeswax #Yield #GoogleAdTech #PublisherTech #AIinAdvertising #DOJTrial #AdOperations #MediaTechnology

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