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Ari Paparo Profile picture
Ari Paparo
@aripap
Ad Tech influencer, founder @marketecturetv Author: Yield. How Google bought, built, and Bullied Its Way to Advertising Dominance https://t.co/tmvieZIMsl
Jun 27, 2022 • 16 tweets • 2 min read
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
Mar 28, 2022 • 16 tweets • 2 min read
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:
Dec 23, 2021 • 22 tweets • 6 min read
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
Oct 6, 2021 • 17 tweets • 3 min read
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.
Feb 16, 2021 • 26 tweets • 2 min read
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.
Jul 29, 2020 • 5 tweets • 1 min read
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)
May 6, 2020 • 12 tweets • 3 min read
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.
Sep 21, 2019 • 13 tweets • 8 min read
In the wake of the massive Google Ads re-org reported by @SarahSluis and @adexchanger I'm going to indulge in some kremlinology and speculation about what's ahead for Google. A thread.... 1/
adexchanger.com/platforms/goog… @SarahSluis @adexchanger 2/ Before I start, a quick note that while I'm personal friends with several of those involved, I have not had any conversations with them and I have no inside info, this is pure speculation.
Mar 13, 2019 • 23 tweets • 3 min read
Gather round folks, let's start a thread about the possibility that the government would force Google to divest DoubleClick. 1/x 2/x Business Insider ran this great article touching on some of the issues: businessinsider.com/marketers-weig… I'm quoted saying "it would be an epic change similar to when AT&T was broken up"