Yield : How Google Bought, Built, and Bullied Its Way to Advertising Dominance
Language: English
Published by Amplify Publishing, 2025
- Hardcover
- Used
Seller: GreatBookPricesUK, Woodford Green, United KingdomGreatBookPricesUK
AbeBooks seller since January 28, 2020
Condition: Used - As new
£ 25.56
Quantity: Over 20 available
Add to basketItem description from seller
Seller Inventory # 50589630
- Title
- Yield : How Google Bought, Built, and Bullied Its Way to Advertising Dominance
- Author
- Paparo, Ari
- Publisher
- Amplify Publishing
- Publication year
- 2025
- Condition
- As New
- Binding
- Hardcover
- Language
- English
- ISBN 13
- 9798891386174
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, and intermediary in a single transaction.
In this gripping work of narrative journalism, former advertising executive Ari Paparo tells the story of how Google--starting in the mid-2000s with its initial near-monopoly on text ads (the ones you see alongside its search results)--began to look for ways to obtain a similar stranglehold on the display advertising market (the boxes and rectangles on most every website).
It 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, with users operating more like Wall Street traders in pursuit of marginal but cumulatively huge profits ("yield") than Mad Men-style creatives.
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.
As Google's ultimate power play became obvious, a shifting alliance of companies, including tech and communications giants like Microsoft, AT&T, and Verizon, and traditional publishers like Rupert Murdoch's News Corp, The Daily Mail, and Gannett, moved to stop them but ultimately fell short--leaving the question of whether one company could control the future of media and journalism hanging in the balance. Now, the Department of Justice and the courts are the last line of defense, with calls to break up the company and unravel the advertising empire.
Drawing from dozens of first-hand accounts, thousands of pages of court documents, and the author's experience as an employee of many of the companies involved, Yield is a gripping story of technological innovation, hard-nosed politics, and how the business of modern advertising really works.
"Synopsis" may belong to another edition of this title.
About the Author
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 covering the digital media business that includes publications under the Marketecture brand as well as AdTechGod, the Advertising Forum, and Ad Tech Explained.
He lives in the Union Square area of New York with his wife and two kids.
"About the title" may belong to another edition of this title.
GreatBookPricesUK
Woodford Green, United Kingdom
AbeBooks seller since January 28, 2020
Shipping rates from United Kingdom to U.S.A.
| Item | 10 to 27 business days | 10 to 30 business days |
|---|---|---|
| First item | £ 15.00 | £ 15.00 |
Payment methods
Store description
Specialty
TradeBooksSeller's business information
Far Corner Europe Limited
19-20 Bourne Court, 19-20 Bourne Court
Woodford Green, United Kingdom IG8 8HD
Terms of sale
Company Name: GreatBookPricesUK
Legal Entity: Far Corner Europe Limited
Address: 19-20 Bourne Court, Southend Road, Woodford Green Essex, UK IG8 8HD
Registration #: 10691061, VAT GB307932304
Authorized representative: Danielle Hainsey
Right of withdrawal
If you are a consumer you can withdraw from the contract in accordance with the following. Consumer means any natural person who is acting for purposes which are outside his trade, business, craft or profession.
Information regarding the right of withdrawal
Statutory right to withdraw
You have the right to withdraw from this contract within 14 days without giving any reason.
The withdrawal period will expire after 14 days from the day on which you acquire, or a third party other than the carrier and indicated by you acquires, physical possession of the last good or the last lot or piece.
To exercise the right of withdrawal, electronically fill in and submit a clear statement on our website, under "My Purchases" in "My Account". We will communicate to you an acknowledgement of receipt of such a withdrawal on a durable medium (e.g. by e-mail) without delay.
To meet the withdrawal deadline, it is sufficient for you to send your communication concerning your exercise of the right of withdrawal before the withdrawal period has expired.
Effects of withdrawal
If you withdraw from this contract, we will reimburse to you all payments received from you, including the costs of delivery (except for the supplementary costs arising if you chose a type of delivery other than the least expensive type of standard delivery offered by us).
We may make a deduction from the reimbursement for loss in value of any goods supplied, if the loss is the result of unnecessary handling by you.
We will make the reimbursement without undue delay, and not later than 14 days after the day on which we are informed about your decision to withdraw from this contract.
We will make the reimbursement using the same means of payment as you used for the initial transaction, unless you have expressly agreed otherwise; in any event, you will not incur any fees as a result of such reimbursement.
We may withhold reimbursement until we have received the goods back, or you have supplied evidence of having sent back the goods, whichever is the earliest.
You shall send back the goods or hand them over to GreatBookPricesUK, Castle Donington, Derby, United Kingdom, without undue delay and in any event not later than 14 days from the day on which you communicate your withdrawal from this contract to us. The deadline is met if you send back the goods before the period of 14 days has expired. You will have to bear the direct cost of returning the goods. You are only liable for any diminished value of the goods resulting from the handling other than what is necessary to establish the nature, characteristics and functioning of the goods.
Exceptions to the right of withdrawal
The right of withdrawal does not apply to:
- The delivery of newspapers, journals or magazines with the exception of subscription contracts; and
- The supply of digital content which is not supplied on a tangible medium (e.g. on a CD or DVD) if you accepted when you placed your order that we could start to deliver it, and that you could not withdraw once delivery had started.
Shipping terms
Our warehouses across the globe are fully operational without substantial delays. We are working hard and continue to overcome the daily challenges presented by COVID-19. There have been reports that delivery carriers are experiencing large delays resulting in longer than normal deliveries to customers. We would like to apologize in advance if your item arrives later than the expected delivery due date.
Internal processing of your order will take about 1-2 business days. Please allow an additional 4-14 business days for Royal Mail delivery.