In Clear Focus: How Google Bought, Built, and Bullied Its Way to Advertising Dominance with Ari Paparo
Release Date: 09/09/2025
In Clear Focus: How Google Bought, Built, and Bullied Its Way to Advertising Dominance with Ari Paparo
In Clear Focus
IN CLEAR FOCUS: Author and ad tech veteran Ari Paparo joins the podcast to discuss his new book, "." Hear how Google became the center of the digital ad ecosystem by controlling the publisher ad server, ad exchange, and ad network. Ari also reveals how the company leveraged its power with secret initiatives like 'Project Bernanke' and what the ongoing antitrust trial and a potential breakup could mean for the industry.
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In Clear Focus: Brand Desire with Kevin Perlmutter
In Clear Focus
IN CLEAR FOCUS: Kevin Perlmutter, author of the new book, "," returns to discuss emotional insights in brand strategy. Kevin shares his Limbic Sparks methodology, emphasizing a shift from "about us" to "for you" thinking. Learn how brands can uncover shared emotional motivations, craft compelling benefits, and design experiences that truly resonate. Discover how to avoid clichés, apply emotional intelligence, and lead with a customer-centric mindset for lasting brand evolution.
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In Clear Focus: AI-Powered Work Communication with Richard White
In Clear Focus
IN CLEAR FOCUS: Richard White, CEO of AI meeting assistant , discusses his counterintuitive marketing strategy that generated 70% of signups via word-of-mouth. Richard explains why he waited nearly five years to hire a marketer, focusing instead on creating "superfans" through a robust free product and exceptional customer delight. He shares why marketing is "rocket fuel" that can be disastrous without product-market fit and details the future of AI in transforming meeting productivity.
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In Clear Focus: Neuromarketing for Brands with Nicole Powell
In Clear Focus
IN CLEAR FOCUS: Nicole Powell, founder of Halcon Marketing Solutions, reveals how neuromarketing uncovers the subconscious drivers behind purchasing decisions. Nicole explains how to create "magnetic" brand messaging by focusing on emotion over logic. She contrasts neuromarketing with traditional research, discusses common marketing mistakes, and details the cyclical relationship between brand strategy and marketing tactics. Learn how to build a strategically relevant brand that resonates.
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In Clear Focus: AI and Brand Discoverability with Shane H. Tepper
In Clear Focus
IN CLEAR FOCUS: Shane H. Tepper, co-founder of , details how generative AI impacts brand discoverability and why now is a "peak ideas person" moment for creative professionals. He outlines the shift from traditional SEO to Generative Engine Optimization (GEO), where AI synthesizes real-time responses. Shane also highlights the importance of adapting content for AI platforms, leveraging third-party validation, and prioritizing continuous relevance for brands in an evolving landscape.
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In Clear Focus: The Science of Shopping with Kate Hardcastle MBE
In Clear Focus
IN CLEAR FOCUS: Kate Hardcastle MBE, aka "The Customer Whisperer," is the author of "," exploring how consumer psychology and innovation are reshaping retail. Kate discusses "The Buyerarchy of Needs," emotional drivers, digital transformation, personalization, and the theatrical evolution of brick-and-mortar stores. Learn key pricing strategies and the biggest mistakes brands make in consumer engagement, emphasizing the importance of listening and building authentic trust.
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In Clear Focus: Marketing Accountability with Jay Mandel
In Clear Focus
IN CLEAR FOCUS: Jay Mandel, founder of the , makes a return appearance to address the erosion of consumer trust in today's marketing landscape. Jay explains why the traditional playbook is dead, sharing outdated tactics for the "marketing graveyard." He discusses strategic restraint, using examples from Nike and Lush, and warns of the "Great Attention Heist" in the AI era. Learn how accountability, transparency, and value can build sincere, lasting brands.
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In Clear Focus: Modern PR Strategies with Shanté Micah and Joshua Moody
In Clear Focus
IN CLEAR FOCUS: Guests Shanté Micah and Joshua Moody, co-founders of , reveal how earned media builds unmatched credibility in today's fragmented attention landscape. They discuss the Good News Blueprint for systematic PR success, outdated practices to avoid, data-driven audience targeting, and creating compelling pitches under 200 words. Listen now to discover strategies for turning earned media coverage into lasting business assets.
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In Clear Focus: Endless Customers with Marcus Sheridan
In Clear Focus
IN CLEAR FOCUS: Marcus Sheridan, the author of "," explores thriving in the zero-click economy where customers get answers without visiting websites. Marcus discusses four pillars from his book: addressing "the big five" topics, leveraging video content, creating seller-free experiences, and humanizing brands. Discover strategies for building trust when AI recommendations dominate the zero-click landscape.
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In Clear Focus: B2B Marketing Fundamentals with Kate Mackie
In Clear Focus
IN CLEAR FOCUS: Kate Mackie, EY partner and the author of July's Bigeye Book Club selection "," explores four pillars of success: brand, reputation, relationships, and revenue. Kate discusses why brand matters in B2B Marketing, managing complex buyer journeys, leveraging AI for connected data, and translating marketing impact into business language. Kate shares her proven strategies for building stronger B2B brands and driving measurable revenue outcomes.
info_outlineIN CLEAR FOCUS: Author and ad tech veteran Ari Paparo joins the podcast to discuss his new book, "Yield: How Google Bought, Built and Bullied Its Way to Advertising Dominance." Hear how Google became the center of the digital ad ecosystem by controlling the publisher ad server, ad exchange, and ad network. Ari also reveals how the company leveraged its power with secret initiatives like 'Project Bernanke' and what the ongoing antitrust trial and a potential breakup could mean for the industry.