Ari Paparo (@aripap) / X

Ari Paparo

30.7K posts

Ari Paparo

@aripap

Ad Tech influencer, @marketecturetv Author: Yield. How Google bought, built, and Bullied Its Way to Advertising Dominance marketecture.tv

New York, NY

Joined February 2007

Pinned
Ari Paparo
@aripap
Jun 2, 2025
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 🧵
33K
Ari Paparo
@aripap
Apr 27, 2024
I love the Kumon logo because it makes it so clear that the child is not happy to be there.
4M
Ari Paparo
@aripap
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 🧵
Ari Paparo
@aripap
Mar 18, 2019
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!):
Ari Paparo
@aripap
Oct 10, 2022
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.
Ari Paparo
@aripap
Dec 17, 2020
Thrilled to announce that Beeswax has agreed to be acquired by FreeWheel. Read more in my blog post:
blog.beeswax.com
Beeswax Acquired by Comcast's FreeWheel
Beeswax Agrees to be Acquired by Comcast's FreeWheel
Ari Paparo
@aripap
May 13, 2018
Thousands of crypto folks are flying to New York this week to discuss why everything should be de-centralized.
Ari Paparo
@aripap
Dec 23, 2021
Replying to @aripap and @PermissionIO
But 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.
Ari Paparo
@aripap
Dec 23, 2021
Replying to @aripap and @PermissionIO
In 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
Ari Paparo
@aripap
Dec 23, 2021
Replying to @aripap
The 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
Ari Paparo
@aripap
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...
Ari Paparo
@aripap
Jun 9, 2025
Replying to @tim_cook
Did you test this with anyone over fifty?
20K
Ari Paparo
@aripap
Dec 23, 2021
Replying to @aripap
The 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
Ari Paparo
@aripap
Feb 17, 2018
Replying to @robjective
Until you make the ads public this rings very hollow. You've seen them but the American public deserves to see them.