Yield: How Google Bought, Built, and Bullied Its Way to Advertising Dominance - Hardcover
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Yield: How Google Bought, Built, and Bullied Its Way to Advertising Dominance
A deeply researched insider's account of Google's epic two-decade campaign to dominate online advertising by any means necessary.
Everyone knows Google as the world's most iconic search engine. But over the past twenty years, it has also bought, built, and bullied its way to control of the online advertising market. It has cornered the market so completely that they are often the buyer, seller,...
Ari Paparo is a writer, podcaster, and commentator on all things advertising. He has worked in the advertising industry for two decades, including as an executive at DoubleClick and Google, and was part of the acquisition and witness to many of the events in the early portions of this book.
He is now the CEO of Marketecture Media, a network of podcasts, newsletters, and events...
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