Chapter 6The Drivers of Connected GrowthPrinciple Six: Redirect toward value capture.
When Larry Page and Sergei Brin launched Google in the late 1990s, they did so without a business model, mainly because the Google search engine had been created as an academic exercise. Once Google received venture funding in 1999, adding banner advertising to the site would have been a natural next step, in order to raise revenue and fund Google's growth. The speed and accuracy of Google searches was attracting so much web traffic that Google would have been an attractive destination for advertisers.
Google's founders, however, resisted. Their first objection was that banner ads would compromise the user experience by increasing the time it took for each ...
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