Introduction

We often hear that the Internet has changed the world. It has most certainly changed the worlds of advertising, retail, news, and magazine and book publishing, and Google has played a central role in this change. If one were asked to fill in the blank in the sentence “Google is a(n) ___________ company” with what they feel is the most descriptive word, very few would choose the word advertising. A more likely choice would be search or technology. But in the context of its business regime and its revenues, an argument could be made that it is predominantly an advertising company.

One effect that online advertising has had on the Internet economy is enabling small to medium businesses (SMBs) to become viable participants in the online ...

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