Ari Paparo
@aripap
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Ad Tech influencer, @marketecturetv Author: Yield. How Google bought, built, and Bullied Its Way to Advertising Dominance https://t.co/tmvieZIMsl
New York, NY
Joined February 2007
I wrote a book. It’s called Yield: How Google Bought, Built, and Bullied Its Way to Advertising Dominance. I think you’ll like it. Let me tell you more 🧵
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Marketecture announced our seed round today, led my industry execs. 2026 will be a huge year for us! https://t.co/wOsdas5nMk
marketecturemedia.com
Trailblazing B2B media company grew over 250% in 2025. Fund raise closes just months before flagship two-day event in NYC.
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I'm not making it to CES, but my AI will be there. MadDB is finding all the advertising articles about CES and putting them in one place: https://t.co/EiAgG7cH8J
maddb.ai
Organizing the world of advertising information and making it useful.
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Netflix: We don’t believe in “appointment viewing,” it’s not our model. Also Netflix: Let’s ruin New Year’s Eve for everyone on the planet.
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Ok I’m impressed. Put yourself on a magazine cover to end the year.
get yours here! https://t.co/8RIhPEZ9BV
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Vibe coding like mad this holiday season. Here’s my review of all the platforms: Lovable: Great for prototyping and UI polish, but code needs heavy review for production use. Claude: Like having a professional programmer working for you. ChatGPT: Mediocre, lots of
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Haus year in review. An exec summary of all the research that we published in 2025. We’ll be talking a lot more about what this means and how to use this to your advantage in 2026. 1. View based channels (YouTube, TikTok, & CTV) are systematically undervalued by click
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@HannahKasoff is unwrapping a brand-new AdLand series From 35 years of @HersheyCompany nostalgia to @CocaCola’s AI-powered holiday magic, she’s covering the ads that defined the season and what holiday advertising should feel like today. What's your favorite holiday ad?
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Quality content
2025: a year that changed the ad industry…for good? What other memorable moments did we miss? #adtech #digitaladvertising #programmatic
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I pick some "winners and losers" in today's AI advertising landscape.
This week's newsletter:
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Scott is taking on the scourge of cookie banners. We also talk about how (or whether) he can claim to have invented RTB -- hint, he's on the patent.
@aripap and @ericfranchi on the Marketecture pod join Scott Spencer from Rewarded Interest to explain why cookie banners never worked and how real privacy control can actually help consumers and publishers at the same time. Link below 👇
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Leave it to Reason to have an article with 17 affordability policy recommendations and go 17 for 17. All great ideas. That's some Steph Curry level shooting right there!
A real affordability agenda would unleash free markets, not constrain them. Here are 17 ways officials could make things cheaper.
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Turns out, Google put out a blog post yesterday that announced the reversal of UPR in the most innocuous way possible...
SCOOP: In response to the EU's findings against Google's ad tech business the company has already quietly rolled out changes to GAM to comply with the demands. UPR is dead, and Open Bidding's rev share is gone. More below in 🧵
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Tell me again how Netflix and YouTube aren’t competitors
Starting early 2026, Netflix will be the exclusive home for the video versions of iHeartRadio’s top podcasts — including The Breakfast Club, My Favorite Murder, Joe and Jada, Dear Chelsea, Bobbycast, and This Is Important — alongside a robust slate of additional shows.
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TV Advertising works. One campaign especially crushed it this year. This is our tribute.
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@jason_kint @DCNorg If anyone has access to GAM and wants to show screenshots, please reply or DM me.
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These changes have been rolled out without any public mention, but @jason_kint's @DCNorg sent out a member alert about it.
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In addition, I've been told that Google has offered the EU concessions similar to the proposed settlement in the DOJ case (bidding through prebid, sharing data, etc), but that in the EU this includes video and in-app. This is a big deal for publishers who want to switch ad
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Change 2: For publishers who are based in the EU, the revenue share on Open Bidding has been reduced to zero. Open Bidding is the program whereby other exchanges can bid directly into GAM instead of the header. Previously there was a 5-10% fee for this route, giving AdX a pricing
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