Mobile Dev Memo Podcast Season 6, Episode 3: An insider's account of the genesis of digital advertising (with Ari Paparo)
11 snips
Jul 29, 2025 
Ari Paparo, author of 'Yield' and podcaster for Marketecture, dives deep into the evolution and controversies of digital advertising. He shares insights on the early 2000s New York scene as programmatic ads emerged and contrasts Facebook's business model with Google's. Ari discusses the impact of Google's DoubleClick acquisition, highlighting cultural clashes and monopoly power issues. The conversation also touches on challenges in the open web, data privacy, and the future of marketing amid ongoing antitrust scrutiny. A fascinating look at the tumultuous past and uncertain future of digital advertising!
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Episode notes
The Raucous UPR Meeting
- At a pivotal Google meeting, publishers reacted strongly to changes benefiting Google alone.
- This moment revealed the monopolistic intentions behind Google's ad tech strategies.
Open Web Advertising Evolution
- Yield tells the story of digital advertising's rise and fall of the open web.
- Google's monopoly was central but the open web's decline involved broader market changes.
Google’s Broker Role Challenge
- Google lacked owned & operated (O&O) content initially, forcing a broker role on the open web.
- This model proved less profitable than Facebook’s focus on O&O assets, leading to challenges for Google.
