Chapter Five

One Great Big Online Market

Smartphones, the Internet and social media function in many ways like a classic bazaar, where goods, services and experiences of all sorts are for sale and where eager hawkers will do everything they can to get your attention. But unlike the classic bazaar, internet hawkers are automated, fiercely smart and relentlessly focused. It's a trillion-dollar market populated by behemoth whales (Apple, Google, Facebook, Amazon) as well as thousands of smaller fish like Netflix, Instagram, Twitter, Snapchat, Rentalcars.com, Expedia, Orbitz, Walmart, eBay, Target, Best Buy, Etsy, MoMondo, Ryanair, and Delta, to mention just a few.

All of these sites share a common interest—knowing what you want, grabbing your ...

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