In this week's episode of the podcast, I am joined by <a href="https://www.linkedin.com/in/aripaparo/" rel="ugc noopener noreferrer" target="_blank">Ari Paparo</a>, whose new book, <a href="https://www.amazon.com/dp/B0F67HV2BB/?bestFormat=true&k=yield%20ari%20paparo&ref_=nb_sb_ss_w_scx-ent-pd-bk-d_k0_1_17_de&crid=1EBZ621AQUYP3&sprefix=yield%20by%20ari%20papa" rel="ugc noopener noreferrer" target="_blank">Yield</a>, is currently on pre-sale (see my review <a href="https://mobiledevmemo.com/book-review-yield-by-ari-paparo/" rel="ugc noopener noreferrer" target="_blank">here</a>). Yield follows Google's growth in the "open web display market", starting with its acquisition of DoubleClick and ending with the company being found guilty of abusing its monopoly power in the <a href="https://en.wikipedia.org/wiki/United_States_v._Google_LLC_(2023)" rel="ugc noopener noreferrer" target="_blank">"ad tech" antitrust suit</a> brought against it by the Department of Justice.But Yield also documents the history of modern digital advertising, from the advent of the advertising exchange to cookie targeting to yield management. The book provides a fascinating and engaging chronology of the events that shaped the internet economy, anchored to the characters that participated in them.In this episode, among other things, Ari and I discuss:<ul><li>The atmosphere in early 2000s-era New York as programmatic advertising took shape</li><li>How and why Facebook's business model diverged from Google's</li><li>The flaws in the open web advertising business model and whether the current state of the open web was pre-ordained</li></ul>Additionally, we discuss Ari's current venture, <a href="https://news.marketecture.tv/" rel="ugc noopener noreferrer" target="_blank">Marketecture</a>, which is hosting its next event, <a href="https://marketecturelive.com/?utm_source=mobiledevmemo.com&utm_medium=podcast&utm_campaign=hi-from-mobile-dev-memo&_bhlid=123456789" rel="ugc noopener noreferrer" target="_blank">Marketecture Live</a>, in New York in October. I'll be presenting a keynote at the event, and tickets are <a href="https://marketecturelive.com/?utm_source=mobiledevmemo.com&utm_medium=podcast&utm_campaign=hi-from-mobile-dev-memo&_bhlid=123456789" rel="ugc noopener noreferrer" target="_blank">currently available for purchase</a>.Thanks to the sponsors of this week’s episode of the Mobile Dev Memo podcast:<ul><li><a href="https://www.incrmntal.com/" rel="ugc noopener noreferrer" target="_blank">INCRMNTAL⁠⁠</a>. True attribution measures incrementality, always on.</li><li><a href="https://contextsdk.com/" rel="ugc noopener noreferrer" target="_blank">ContextSDK</a>. ContextSDK uses over 200 smartphone signals to detect a user’s real-world context, allowing apps to deliver perfectly timed push notifications and in-app offers.</li></ul>Interested in sponsoring the Mobile Dev Memo podcast? Contact <a href="mailto:ari@marketecture.tv" rel="ugc noopener noreferrer" target="_blank">⁠Marketecture⁠</a>.The Mobile Dev Memo podcast is available on:<ul><li><a href="https://podcasts.apple.com/us/podcast/mobile-dev-memo-podcast/id1423753783" target="_blank" rel="ugc noopener noreferrer">Apple Podcasts</a></li><li><a href="https://open.spotify.com/show/0RCsc3OW1p9jH5YC0qQTp0?si=jgSk98sURta7aWBpjkTpXg" target="_blank" rel="ugc noopener noreferrer">Spotify</a></li></ul>

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Season 6, Episode 3: An insider's account of the genesis of digital advertising (with Ari Paparo)

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