Frenemies: the Epic Disruption of the Ad Business (And Everything Else)

Authors: Ken Auletta

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I don't know how many people I've recommended this book to now. Working at Google I found this book to be the closest ever to describing my daily job as the author tackles issues surrounding media agencies, creative agencies, consulting companies playing in the field of programmatic advertising, and, of course, the role Google and Facebook play in the entire media ecosystem. It's a very good read for anyone interested in what's going on in advertising and the media industries and how the usual b

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usiness models are being disrupted by innovation and digital marketing. Ken Auletta brings the industry closer by profiling some of the biggest names in the industry - Sir Martin Sorrell, Michael Kassan, Irwin Goetlieb, Carolyn Everson, and many others. I was a bit disappointed not to see the Google names in there - the author explained it by saying he already wrote a full book about Google (indeed, "Googled 2.0"), however that was back in 2009 and in those nearly 10 years a lot has changed in the industry. Nonetheless - great read for anyone in the industry, highly recommended!

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