This episode of 'Let's Talk Marketing' explores Google's transformation from search engine to advertising monopolist. Host Katya Allison interviews Ari Paparo, author of "Yield" and ad tech veteran, about Google's systematic conquest of digital advertising. Paparo reveals how Google leveraged programmatic advertising to control both sides of ad transactions, effectively cornering the market through strategic acquisitions like DoubleClick. The conversation unpacks the antitrust implications, discusses AI's role in further consolidating power, and examines what this dominance means for marketers navigating attribution challenges, platform dependency, and the evolving landscape of connected TV and open web advertising.

Listeners will walk away with insights on:

• Google controls 90% market share in some advertising sectors outside search
• Programmatic advertising revolution allowed Google to dominate buy and sell sides simultaneously
• Antitrust trial revealed internal emails showing deliberate customer manipulation tactics
• AI-driven advertising platforms are pushing "give us your budget, we'll handle everything" approach
• Attribution measurement remains problematic across all platforms, not just Google
• Connected TV offers marketers more control and granular targeting than traditional channels
• Open web definition has expanded beyond banner ads to include streaming platforms
• Turning off marketing channels temporarily provides most accurate attribution testing
• Google Analytics 4 transition exemplifies how platform changes can hurt user experience
• Marketing scaling strategy should add platforms incrementally based on budget growth