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Ari Paparo on Muck Rack

Ari Paparo

New York
As seen in: Marketecture: Get Smart. Fast., LinkedIn, Business Insider, iVoox Podcast and Radio, Ad Age, Digiday, Adland, NewInBooks, Marketecture
Covers:  Advertising, technology, antitrust
Ad Tech influencer, @marketecturetv Author: Yield. How Google bought, built, and Bullied Its Way to Advertising Dominance marketecture.tv/

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Ari Paparo’s Biography

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Ari is a serial entrepreneur and veteran advertising executive. He is the founder and CEO of Marketecture Media, a B2B media company where he hosts the popular Marketecture podcast and writes a weekly newsletter on all things advertising.

In the Summer of 2025 Ari’s first book, Yield, will be released. Yield is a work of narrative journalism that tells the story of Google’s two decade march from zero to absolute dominance in the advertising industry, ending with the ruling from Federal courts f…

Ari Paparo’s Journalist Portfolio

What do you have to believe about Google search

What do you have to believe about Google search

What do you have to believe about Google search to think it will sustain its business in the face of AI?

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Spotify Joins the Logged-in Internet

Spotify Joins the Logged-in Internet

Revisiting my framework for the "open web" in light of the company's latest products

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Scoop: We found the deck DoubleClick used to sell itself to Google

Scoop: We found the deck DoubleClick used to sell itself to Google

In our first newsletter we published our history of Google’s DoubleClick acquisition and made the case that w…

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Articles

The Practical Effects of the Google Antitrust Remedies

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By Ari Paparo
| Marketecture
Welcome to Marketecture! Today, Ari Paparo outlines the implications of the Google antitrust remedies for the various parties of the digital media ecosystem. The Implications of a Verdict I’ve spent a lot of keyboard time speculating about the likely Google antitrust remedies, and their pros and cons. Now that the final ruling is out (see my tweetstorm analysis), I’m getting the inevitable question: So what?
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The Verdict Is In! Now What?

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By Ari Paparo
| Marketecture
Welcome to Marketecture! Today, Ari examines what Judge Brinkema’s remedy means for Google, publishers, exchanges, and the cases still to come. A Decision on Google, At Last Since writing Yield, my book about ad tech, Google, and the resultant antitrust trial, I’ve been anxiously scanning Twitter every day waiting for the final remedy from Judge Brinkema. Last week it finally dropped, and – of course – I wasn’t online that day.
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What Does Ad Tech Consolidation Look Like?

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By Ari Paparo
| Marketecture
Welcome to Marketecture! Today, Ari looks past the crowded LUMAscape to examine the economic forces actually driving ad tech consolidation, from shrinking open-web supply and agency ambitions to rising infrastructure costs and tighter capital. Blis, part of T-Mobile Advertising Solutions, transforms carrier insights into durable audience signals across every channel and device. We drive measurable online and offline outcomes using consumer movement, mobile engagement, and shopping behavior.
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