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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Just as the atom bomb was the weapon that was supposed to render war obsolete, the Internet seems like capitalism’s ultimate feat of self-destructive genius, an economic doomsday device rendering it impossible for anyone to ever make a profit off anything again. It’s especially hopeless for those whose work is easily digitized and accessed free of charge.

— Author Tim Kreider on not getting paid for one’s work