Book · 2025 · Business & Economics
Yield: How Google Bought, Built, and Bullied Its Way to Advertising Dominance
Why people recommend it
Yield: How Google Bought, Built, and Bullied Its Way to Advertising Dominance by Ari Paparo is a contemporary business book examining the technological acquisitions, competitive tactics, and market strategies that shaped digital advertising. During an episode of Acquired titled Alphabet Inc. (Audio), co-host David Rosenthal referenced the newly released publication while discussing the historical context behind Google and the foundation of DoubleClick. Rosenthal introduced the volume to listeners as a fresh release by author Ari Paparo, utilizing its findings to unpack the complicated mechanics of online ad tech and corporate expansion. The book provides a critical lens on how dominant tech platforms consolidate power, acquire competing startups, and establish industry-wide standards for digital monetization. By bringing up Paparo's work during a deep dive into Alphabet's corporate history, Rosenthal highlighted how recent literature helps explain the long-term strategic maneuvers that defined the current digital advertising landscape and influenced modern technology monopolies.
Who recommended it
- David Rosenthal Recommended
David Rosenthal — 1 mention
“There's a new book that actually just came out by Ari Paparro. The book is called Yield.”