
Mobile Dev Memo Podcast
Season 3, Episode 14: Where is the growth in digital advertising? (with Ari Paparo)
May 22, 2024
Ari Paparo, a prominent entrepreneur in digital advertising, discusses the decline of the open web, benefits of closed-loop advertising systems, the future of third-party cookies, and Netflix's move into advertising. They explore challenges in digital advertising, the impact of major players like Facebook and Google, and Amazon's partnerships. Insights into the evolution of Google's focus on digital advertising and the changing landscape of online advertising.
52:13
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Quick takeaways
- The shift from open web to closed-loop advertising systems is reshaping digital advertising dynamics.
- Netflix's move to develop its advertising platform signals a trend towards in-house solutions for tailored advertising approaches.
Deep dives
Google's Acquisition of DoubleClick: Sell and Buy Side Perspective
At the time of Google's acquisition of DoubleClick, the focus was primarily on optimizing sell side opportunities and leveraging the ad exchange for demand and optimization. The buy side was initially overlooked, but with the rise of DSPs like MediaMath and Invite Media, there was a shift towards realizing the buy side's significance. Google's subsequent acquisitions and growth positioned the buy side as a more influential engine for the company.
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