Step into the world behind the web’s curtain—where a single company’s quest for dominance has shaped the digital age. In this episode, we sit down with Ari Paparo, founder of Marketecture.tv, former Google executive, and author of the forthcoming exposé, Yield: How Google Bought, Built, and Bullied Its Way to Advertising Dominance (Amplify, August 5, 2025).
Why Listen?
- Insider Access: Ari Paparo draws on decades at the heart of ad tech—Google, Nielsen, Comcast, and as the founder of Marketecture.tv—to reveal the hidden mechanics of Google’s rise.
- Breaking News: Hear the untold story of how Google quietly seized control of digital advertising, recently declared an abusive monopoly by U.S. courts.
- Impact on Everyone: Discover why this matters for the future of journalism, business, and democracy.
Compelling Storylines
1. The Secret Playbook: How Google Bullied Its Way to the Top
- From Search Engine to Ad Titan: Trace Google’s evolution from a humble search engine to a behemoth controlling the majority of online ads.
- Acquisitions and Aggression: Learn how strategic takeovers—like DoubleClick and Admeld—gave Google the keys to the digital ad kingdom.
2. The Ethics Shift: From “Don’t Be Evil” to Controversy
- Idealism vs. Reality: Explore Google’s journey from Silicon Valley idealist to a company facing global scrutiny and accusations of manipulating both markets and public trust.
- Voices from the Inside: Hear first-hand accounts from industry insiders who felt deceived or powerless as Google’s influence grew.
3. The Antitrust Showdown: Trials, Tribulations, and the Future
- Landmark Rulings: Get a front-row seat to the historic antitrust trials that found Google guilty of maintaining illegal monopolies in both search and advertising technology.
- Behind the Scenes: Ari shares exclusive insights from interviews with key players and analysis of thousands of pages of court documents, making complex legal battles understandable and gripping.
Key Questions Explored
- Is Google too powerful in the ad market to be challenged?
- What would breaking up Google’s ad business mean for publishers, advertisers, and consumers?
- Can the “open web” survive without Google at its center?
- Will antitrust remedies help or harm the future of media?
Don’t miss this episode if you want to understand the invisible forces shaping the internet, the fate of journalism, and the future of business in the digital age.
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