Ari Paparo joins from Nielsen, where his nine-month stint overlapped with a rough patch for the researcher.
Microsoft-backed demand-side platform AppNexus has hired Ari Paparo, a former Google exec and display ad pioneer. Paparo most recently served a nine-month stint with embattled researcher Nielsen, prior to which he put in many years developing DoubleClick's ad management tools - including its ad exchange.
During that stretch with DoubleClick and Google he would have worked closely with Michael Rubenstein, president of AppNexus, who was the first head of North America sales for the DoubleClick ad exchange. Paparo starts today with the title senior VP of product.
Microsoft, eBay, and Collective Media are among those using AppNexus to support online media buying activities. Microsoft made a $50 million investment in the company late last year, and as part of the deal put AppNexus technology at the heart of its ad exchange ambitions.
Paparo's short stint with Nielsen coincided with a particularly tough period for the researcher, which last year admitted a flaw in its measurement system had led it to undercount traffic on many websites. Nielsen has also had to correct its methodology for measuring online ad spend, a spokesperson disclosed more recently.
"What's exciting about AppNexus is how many directions it can go and how much its customers are looking to it to lead the way in terms of technology," Paparo told Click. "The team has built a scalable platform that is extensible to [mobile and video]."
Until March 2012, Zach Rodgers was managing editor of ClickZ's award-winning coverage of news and trends in digital marketing. He reported on the rise of web companies, data markets, ad technologies, and government Internet policy, among other subjects.
US Consumer Device Preference Report
Traditionally desktops have shown to convert better than mobile devices however, 2015 might be a tipping point for mobile conversions! Download this report to find why mobile users are more important then ever.
E-Commerce Customer Lifecycle
Have you ever wondered what factors influence online spending or why shoppers abandon their cart? This data-rich infogram offers actionable insight into creating a more seamless online shopping experience across the multiple devices consumers are using.
September 9, 2015
12pm ET/9am PT
September 16, 2015
12pm ET/9am PT
September 23, 2015
12pm ET/ 9am PT