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Search resuls for: "Marketecture"


2 mentions found


The deck was obtained by adtech veteran Ari Paparo, CEO of Marketecture Media, which is producing "The Monopoly Report" newsletter to accompany Google's adtech trial. This story is available exclusively to Business Insider subscribers. Business Insider could not confirm with certainty whether this was a final draft. The DOJ and the states are seeking a breakup of Google's adtech business, which could have big ramifications on the broader digital ad market. The case concerns the under-the-hood part of Google's advertising business: The technology that connects advertisers with publishers and that runs the advertising auctions that take place in the milliseconds it takes a webpage to load.
Persons: , Ari Paparo, Google's, Paparo, DoubleClick Organizations: Service, adtech, Marketecture Media, Business, Yahoo, Microsoft, AOL, Google, US Department of Justice, DOJ, Reuters, Big Tech Locations: Virginia
AdvertisementAdvertisementPublisher-focused adtech firms that traditionally work with The Trade Desk, which helps advertisers buy digital ads, are now in competition with it. The Trade Desk has been aggressively building products that will undercut the business of publisher-focused adtech companies, or "supply-side platforms," according to industry insiders. The Trade Desk has not traditionally competed with SSPs, which help publishers of online content price their ad inventory and make it available to buy. "By saying this publicly, The Trade Desk is throwing down the gauntlet." He added that other ad-buying platforms besides The Trade Desk have direct deals with publishers, similar to OpenPath.
Persons: SSPs, Ari Paparo, Matt Prohaska, Will Doherty, Prohaska, Rajeev Goel, Shiv Gupta, Gupta, Desk's Doherty, Magnite, PubMatic, Adam Soroca, they're Organizations: Google, SSPs, Marketecture, Prohaska Consulting, Trade, Exchange, Microsoft, Publishers Locations: OpenPath
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