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].”
According to data gathered for the report,‘Communications Infrastructure: The Backbone of Digital,’ 88% of IT professionals and 61% of marketers ranked their company’s current communication infrastructure as 'cutting-edge' or 'good.'
27-year-old Swede Felix Kjellberg, who goes by the name PewDiePie on YouTube, has found himself at the center of a firestorm.
On Thursday, Twitter reported its earnings for Q4 2016, and the results have raised questions about the company's long-term future.
The explosive growth of video in 2016 makes 2017 an important year for video content and as more publishers are tempted to use it, it’s useful to consider the best strategies to maximise its effectiveness.