| Yield: How Google Bought, Built, and Bullied Its Way to Advertising Dominance (Amplify Publishing) |
| Friday, 29 August 2025 | |||
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This book is a deeply researched insider’s account of Google’s epic two-decade campaign to dominate online advertising by any means necessary. Former advertising executive, Ari Paparo, tells the story of how Google, starting in the mid-2000s with its initial near-monopoly on text ads, began to look for ways to obtain a similar stranglehold on the display advertising market. <ASIN:B0F67HV2BB > Google found its edge, as it always has, in new technology—the acquisition of a leading “ad exchange” that allowed display ads to be bought and sold in milliseconds. By the mid-2010s, the company with the founding motto of “Don’t be evil” was systematically using a suite of secret projects with names like “Bernanke,” “Poirot,” and “Bell” to squeeze, gaslight, and manipulate its partners and the market to its will. Author: Ari Paparo For more Book Watch just click. Book Watch is I Programmer's listing of new books and is compiled using publishers' publicity material. It is not to be read as a review where we provide an independent assessment. Some, but by no means all, of the books in Book Watch are eventually reviewed. To have new titles included in Book Watch contact BookWatch@i-programmer.info Follow @bookwatchiprog on Twitter or subscribe to I Programmer's Books RSS feed for each day's new addition to Book Watch and for new reviews.
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