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1 i Google changed the name of AdWords to Google Ads effective July 24, 2018.

2 ii In March, 2019, Google announced it was abandoning the second‐price auction system and was adopting a first‐price auction system that is standard practice in programmatic, RTB bidding for available inventory.

3 iii Market capitalization, or market cap, is determined by multiplying a company’s stock market price times the number of outstanding shares of stock.

4 1 Auletta, Ken . 2018. Frenemies: The Epic Disruption of the Ad Business (and Everything Else) . New York: Penguin Books.

5 2 Ibid.

6 3 Schultz, E.J. and Wohl, J. 2019. “The end of austerity.” Ad Age, March 4.

7 4 Ibid.

8 5 Drucker, Peter . 1954. The Practice of Management . New York: Harper & Row.

9 6 Kotler, Philip , Kartajaya, Hermawan , and Setiawan, Iwan . 2010. Marketing 3:0: From Products to Customers to Human Spirit . Hoboken, NJ: Wiley.

10 7 Kotler, Philip , Kartajaya, Hermawan , and Setiawan, Iwan . 2017. Marketing 4:0: Moving From Traditional to Digital . Hoboken, NJ: Wiley.

11 8 Levitt, Theodore. 1960. “Marketing myopia.” Harvard Business Review, July–August.

12 9 Stewart, Thomas A. and O’Connell, Patricia . 2016. Woo, Wow And Win: Service Design, Strategy And The Art Of Customer Delight . New York: Harper Collins.

13 10 Anderson, Chris . 2006. The Long Tail: Why the Future of Business Is Selling Less of More . New York: Hachette.

14 11 Porter, Michael . 1998. Competitive Advantage: Creating and Sustaining Superior Performance . New York: Free Press.

15 12 Wu, Tim . 2016. The Attention Merchants: The Epic Scramble to Get Inside Our Heads . New York: Alfred A. Kopf.

16 13 Levy, Steven . 2011. In the Plex: How Google Thinks, Works, and Shapes Our Lives . New York: Simon & Schuster.

17 14 Ibid.

18 15 Ibid.

19 16 Ibid.

20 17 Ibid.

21 18 Ibid.

22 19 Ibid.

23 20 Ibid.

24 21 Ibid.

25 22 Thompson, Ben. 2017. Episode 124, “Exponent.” Retrieved from http://exponent.fm/esispode‐124‐thewatch‐the‐iphone‐the‐beatles.

26 23 Auletta, Ken . Frenemies: The Epic Disruption of the Ad Business (and Everything Else) . New York: Penguin Books.

27 24 Smith, Mike . 2015. Targeted: How Technology Is Revolutionizing Advertising and the Way Companies Reach Consumers . New York: AMACOM.

28 25 Thompson, Ben. 2015. Retrieved from https://stratechery.com/2015/netflix‐and‐the‐conservation‐of‐attractive‐profits.

29 26 Thompson, Ben. 2015. Retrieved from https://stratechery.com/2015/aggregation‐theory/.

30 27 Auletta, Ken . Frenemies: The Epic Disruption of the Ad Business (and Everything Else) . New York: Penguin Books.

31 28 Levitt, Theodore. 1970. “The morality(?) of advertising.” Harvard Business Review, July–August.

32 29 Ogilvy, David . 1989. Confessions of an Advertising Man , 2nd ed. New York: Atheneum.

33 30 Levitt, Theodore. 1970. “The morality (?) of advertising.” Harvard Business Review, July–August.

34 31 Miller, Claire Cain and Bui, Quoctrung. 2017. “Switching Careers Is Hard: It Doesn’t Have To Be.” New York Times. Retrieved from http://www.nytimes.com/2017/07/27/upshot/switching‐careers‐is‐hard‐it‐doesn't‐have‐to‐be.html.