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I wrote a book about Google, ad tech, and antitrust: Yield

Author

Ari Paparo
June 02, 2025

I did it, I wrote a book

If you’re getting this email you probably know me, at least I hope so. I wanted to let you know that I wrote a book called Yield, and its coming out this Summer.

Yield? Sounds like an ad tech thing.

Yes, sort of. But stick with me. It’s also really dramatic and consequential. I got the idea for Yield while covering the Google antitrust trial in Virginia, and hearing witness after witness testify about being marginalized and taken advantage of. There were stories of forced layoffs, entrepreneurial dead-ends, and corporate gaslighting. There was, in a word, drama.

I spend last Fall and Winter interviewing dozens of people who were instrumental in the growth of programmatic advertising, and Google’s march towards dominance within it. I used these interviews, along with thousands of pages of court documents, to create a cohesive narrative around the events from the invention of the first ad exchange, through the court’s finding of Google as an abusive monopoly. It turns out, this is quite the story.

Convinced yet?

Or, you can read more on my website at aripaparo.com or yieldthebook.com.

Who is this book for?

Look, the Summer is coming up, and I am going to tell you with a totally straight face that the book Yield is actually great beach reading. You do not want to be caught in the Hamptons without a copy of Yield. So embarrassing.

If you are in the advertising business, you should absolutely buy this book. If you’re an executive in the advertising business, you should buy it for your whole team — nothing will give them more perspective on how the industry got the way it is than this story. If you’re planning an event, you should have me speak at it, then give away the books to attendees.

Some FAQs

Am I in the book?

Maybe. Buy it and turn to the index.

Can I get a free book?

No. But I will sign your book once you purchase it.

I can no longer read, I can only scroll my phone!?

There will be an audio book too!

When is the book actually coming out?

Early August. Pre-order now.

But I invented header bidding, how can I not be in the book!?

I’m sure you did, bro. See here.