Share this page!

Enter URL or ID to Unroll

You can paste full URL like: https://x.com/threadreaderapp/status/1644127596119195649
or just the ID like: 1644127596119195649

How to get URL link on X (Twitter) App

  1. On the Twitter thread, click on or icon on the bottom
  2. Click again on or Share Via icon
  3. Click on Copy Link to Tweet
  4. Paste it above and click "Unroll Thread"!
  5. More info at Twitter Help
Ari Paparo Profile picture
@aripap
Jul 29, 2020 • 5 tweets • 1 min read • Read on X
In honor of today's congressional antitrust hearings I've updated my diagram of the Google ad stack. Feel free to use with attribution. (Changelog in thread below) Image
Most important update was clarification on YouTube availability. YT is sold only through Google Ads/GDN, not Authorized Buyers. When DV360 gets access to YT it is through those products. (Note: This distinction seems to be designed to thwart antitrust arguments)
Other changes were keeping up with Google's ridiculously Kafka-esque naming changes:

AdWords -> Ads
Exchange Bidding -> Open Bidding
EBDA -> Open Bidding
AdX -> Authorized Buyers
Changed previously ambiguous arrow directions to clearly indicate the flow of money.
Added note about mobile "UAC" campaigns taking dollars from mobile advertisers into Google Ads.

• • •

Missing some Tweet in this thread? You can try to force a refresh
　

Keep Current with Ari Paparo

Ari Paparo Profile picture

Stay in touch and get notified when new unrolls are available from this author!

Read all threads

This Thread may be Removed Anytime!

PDF

Twitter may remove this content at anytime! Save it as PDF for later use!

Try unrolling a thread yourself!

how to unroll video
  1. Follow @ThreadReaderApp to mention us!

  2. From a Twitter thread mention us with a keyword "unroll"
@threadreaderapp unroll

Practice here first or read more on our help page!

More from @aripap

Ari Paparo Profile picture
Jun 27, 2022
There’s a lot of start-up advice. But what about the really boring stuff no one talks about that will mess you up as a CEO? Here’s a 🧵of really *boring* advice from someone that’s sold a company. Boring advice thread 1/x
Counter sign all your docs. Two signatures! You don’t want to have to chase the counter signature when in diligence. 2/x
Every employee signs an inventions agreement. Non competes don’t matter but IP rights are forever. 3/x
Read 16 tweets
Ari Paparo Profile picture
Mar 28, 2022
Morality Test! In this thread 🧵I present various ways of targeting digital ads. Give us your opinion on the moral OK-ness of these techniques (not their legality or effectiveness!): 👿⚖️😇
An ad network or data broker targeting ads to you based on your behavior on multiple web sites or apps they don’t own:
A publisher of a website or app targeting ads to you based on your behavior on sites or apps owned by that publisher:
Read 16 tweets
Ari Paparo Profile picture
Dec 23, 2021
This web3 shit is starting to annoy me, so here’s a thread with my opinions on the relevance to media and advertising. 1/21 🧵
To start, a lot of the posturing around the impact of web3 is frustratingly vague, and so therefore hard to refute. The central premise is that using the economic incentives of tokens, you can bootstrap and maintain decentralized services. 2/21
That’s already pretty vague. Clearly there’s an enemy in mind, the centralized winners of web2: Google, Facebook, etc. 3/21
Read 22 tweets
Ari Paparo Profile picture
Oct 6, 2021
A quick thread on Twitter selling MoPub. Warning, my thoughts are not super coherent here, just what's top of mind... 🧵
MoPub always felt like the ignored step-sibling at Twitter. While it brought in a lot of revenue and margin the investment was lacking. That said, it remained a relatively important part of the mobile ecosystem.
How big is MoPub? I have no real idea, but if I had to SWAG I'd say a billion in gross revenue, with a take rate of 25%. So $250 million in revenue to MoPub. Anyone else have a guess?
Read 17 tweets
Ari Paparo Profile picture
Feb 16, 2021
Based on my many years experience, I’ve developed 24 laws of ad tech product management. These are “laws”, meaning they are always true, everywhere. Thread...
1. If you add something to targeting, it also must be in reporting.
2. The answer to the question “Do you need to forecast this?” is always yes.
Read 26 tweets
Ari Paparo Profile picture
May 6, 2020
1/x <Thread> In-depth log-level study coming out of the UK's ISBA analyzing how funds flow from buyer to seller in ad tech (PDF download). Some highlights: isba.org.uk/media/2422/exe…
2/x DSP fees averaged 8%, which is lower than I expected, But actual fees charged by DSPs varied higher and lower than contracted amounts.
3/x SSP fees averaged 14%, which is higher than I expected, and exceeded contractual rates by 2% (hmm). This is in addition to Google's Open Bidding which the study found to be another 5% of publisher revenue.
Read 12 tweets

Did Thread Reader help you today?

Support us! We are indie developers!

This site is made by just two indie developers on a laptop doing marketing, support and development! Read more about the story.

Become a Premium Member ($3/month or $30/year) and get exclusive features!

Become Premium

Don't want to be a Premium member but still want to support us?

Make a small donation by buying us coffee ($5) or help with server cost ($10)

Donate via Paypal

Or Donate anonymously using crypto!

Ethereum

0xfe58350B80634f60Fa6Dc149a72b4DFbc17D341E copy

Bitcoin

3ATGMxNzCUFzxpMCHL5sWSt4DVtS8UqXpi copy

Thank you for your support!

Follow Us!

Send Email!

:(