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Ari Paparo
Founder & CEO at Marketecture
Building Marketecture as a go-to intelligence and media platform for the AdTech ecosystem
Last updated May 31, 2026 by the ATDb Editorial Team
Bio
Ari Paparo is Founder & CEO of Marketecture, a media and intelligence platform focused on the advertising technology industry. He previously co-founded Beeswax, where he pioneered the Bidder-as-a-Service model before its acquisition in 2021, and held senior product and business roles at AppNexus, Google DoubleClick, and Games.com (AOL). Paparo is widely regarded as one of programmatic advertising's most influential operator-turned-commentators.
Previous Roles
Co-founder & CEO
Beeswax (2014-2021)
VP of Product
AppNexus (2011-2014)
VP of Exchange
Google DoubleClick (2008-2011)
VP of Product
Games.com (AOL) (2006-2008)
Expertise
Programmatic AdvertisingBidder-as-a-ServiceDemand-Side Platforms (DSP)Ad ExchangesIdentity ResolutionAdTech M&AHeader BiddingSupply Path Optimization
Education
- BA, Cornell University
Notable Achievements
- Co-founded Beeswax and pioneered the Bidder-as-a-Service model, reshaping how companies access programmatic infrastructure
- Led Beeswax to acquisition by Comcast's FreeWheel in 2021
- Built Marketecture into a leading independent AdTech media and analysis platform
- Served as VP of Exchange at Google DoubleClick during the formative years of programmatic advertising
- Helped shape product strategy at AppNexus, one of the most important independent ad tech platforms in history
Awards
AdExchanger Industry Award recognition (multiple years)
Speaking Topics
The future of programmatic advertisingAdTech M&A trends and valuationsIdentity resolution and the cookieless futureBuilding and scaling AdTech startupsThe open web vs. walled gardensSupply path optimization and transparency
Publications
- Marketecture newsletter and video series (ongoing)
- Regular contributor and commentator, AdExchanger
Connections