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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 🧵
Ari Paparo
30.6K posts
Ari Paparo
@aripap
Ad Tech influencer, @marketecturetv Author: Yield. How Google bought, built, and Bullied Its Way to Advertising Dominance marketecture.tv
- I love the Kumon logo because it makes it so clear that the child is not happy to be there.
- 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 🧵
- When talking about a Google/DoubleClick break-up, the ways the products come together can be extremely confusing. I created a diagram explaining the Google display advertising stack (with footnotes!):
- The reason Meta is ultimately doomed isn’t VR adoption, Apple, or TikTok competition. It’s their brand, which is so tarnished they can never launch anything new.
- Thrilled to announce that Beeswax has agreed to be acquired by FreeWheel. Read more in my blog post:
- Thousands of crypto folks are flying to New York this week to discuss why everything should be de-centralized.
- Replying to @aripap and @PermissionIOBut in general: -The problem of concentration in media is caused by consumer choice. -Paying consumers to change their behavior is IMHO not going to happen at scale. -Decentralization is literally the last thing ad tech needs. 21/21.
- Replying to @aripap and @PermissionIOIn contrast, when you visit a newspaper website you are bombarded with poorly targeted garbage that makes the content hard to read, revs your CPU, and disrespects the user. That’s the decentralized, ad hoc ad tech stack. 18/21
- Replying to @aripapThe web3 promise to decentralize media distribution ignores the need to attract hundreds of millions of consumers based around a vague promise of freedom. The only benefit to a web3 media distribution is for content that is banned or restricted on the current platforms. 8/21
- 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...
- Replying to @aripapThe reason Facebook, YouTube, Twitter and others control distribution of media is because consumers LOVE these services. They are hard to build, expensive to maintain, and have strong network effects. 7/21
- Replying to @robjectiveUntil you make the ads public this rings very hollow. You've seen them but the American public deserves to see them.
