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
