Peter Kafka

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Ad Tech Vet Ari Paparo Joins E-Commerce Platform Bazaarvoice

ari paparoLast year, Bazaarvoice, which helps e-commerce companies manage customer reviews, got into the media business by buying Longboard Media, which helps the same companies run and target ads.

Now Bazaarvoice has someone to run their new business: Ad tech veteran Ari Paparo.

Paparo’s most recent job was at AppNexus, where he spent a year and change; before that, he was at Nielsen for a spell. But he’s best known for his work at DoubleClick, both before and after the display ad giant sold to Google.

Bazaarvoice is one of many companies trying to leverage the copious amounts of data that e-commerce sites generate into new opportunities, like advertising; clients include Walmart and Best Buy.

E-commerce heavyweight Amazon, which has been circling around ads for a couple years without making a major push, is still thought to have a $1 billion ad business of its own.


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I think the NSA has a job to do and we need the NSA. But as (physicist) Robert Oppenheimer said, “When you see something that is technically sweet, you go ahead and do it and argue about what to do about it only after you’ve had your technical success. That is the way it was with the atomic bomb.”

— Phil Zimmerman, PGP inventor and Silent Circle co-founder, in an interview with Om Malik