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].”
Header bidding is a programmatic technique that allows publishers to offer their inventory through multiple ad exchanges before they serve up ads from their ad server.
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