Frenemies: The Epic Disruption of the Ad Business (and Everything Else) (39 page)

fee system,
45

Rothenberg on,
40

traditional 15% commission system,
27
,
39
,
44
,
45

Compton advertising,
105
–6

computerized buying of advertising.
See
programmatic advertising

Comstock, Beth,
35
–36,
67
,
71
,
83
,
177

Condé Nast,
208

consulting companies, as competitive threat to ad agencies,
208
–13

consumers,
171
–86

ad blockers and,
171
–75

historical dislike of advertising,
182
–86

millennials/Generation Z, advertising preferences of,
180
–82

mobile platform and,
178
–80

native ads and,
175
–78

consumption economy,
268
–69

Cook, Tim,
171
,
172

Cordiant Communications Group,
113

Cortana,
302
–3

Cracknell, Andrew,
105

Crane, Harry,
41

Creation of the Media, The
(Starr),
23
–24

Crush IT!: Why Now Is the Time to Cash In on Your Passion
(Vaynerchuk),
88

customized communications,
147
–48

Czeisler, Margaret,
180
–82

D'Arcy, Mark,
127

data,
33
–34,
147
–49,
155
–69

addressable advertising and,
160
–61

computer analysis of,
46

consumer empowerment and,
46
–47

customized communications and,
147
–48

digital frenemies collection and use of,
33

Facebook/Google refusal to share,
123
–24,
126
,
134
–35,
149

facial expression databases,
161

Foursquare and,
155
–57

GroupM and,
147
–54

IBM and,
209
–12

identity theft risks and,
163
–64

MediaLink's agency review process and,
20
–21

opt in versus opt out,
154
,
156
,
157
–58

privacy issues and,
33
,
153
–54,
157
–58,
160
,
163
–69

programmatic advertising (
See
programmatic advertising
)

SocialCode and,
161
–63

sources of,
148
–49

Datalogix,
214
–15

data mining tools,
33

Davis, Sammy, Jr.,
42

DDB Worldwide,
253

Della Femina, Jerry,
40
,
106
,
143
–44

Deloitte,
209
,
213
,
254

Dentsu,
10
,
241

agency reviews and,
22

brand identity of,
100
–101

revenues of,
100

Desmond, Laura,
15

deterministic model,
95

Deutsch, Donny,
305

digital fraud,
77
–78,
265
–66

direct consumer relationships, brand development of,
270
–71

Disney

ESPN,
192
–93

streaming service of,
321
–22

21st Century Fox purchased by,
335

Distil Networks digital fraud study,
77

Doctor, Ken,
315

Dogsled Enterprises,
8

Dollar Shave Club,
285

Donny
(TV show),
305

DoubleClick,
33
,
110
–11,
276

Dove Hair,
80

Droga, David,
330
–31

Droga5,
330
–31

Dunham, John,
213

Dynamic Ads,
128

Ebiquity,
18

Economist, The
,
325

Edelman,
80
–81,
216
–18,
307
–8

Edelman, Richard,
80
–81,
216
–17,
218

Eisenhower, Dwight,
41

Electronic Frontier Foundation,
163

El Pollo Loco,
56
–58

email, ads delivered by,
37

emotions, and advertising,
183
,
184
–85,
186

empathy, value of,
95
–96

Empire
(TV series),
136
,
305

End of Advertising, The
(Essex),
310

Equifax,
164

ESPN,
192
–93

Essex, Andrew,
310

European Union

Google investigation and fining,
326

privacy legislation,
311

Everson, Carolyn,
46
,
70
,
119
–23,
127
,
179
,
272
,
323
–25,
335

at CES 2016,
227
–28

childhood and education of,
120
,
121

Client Council meetings organized by,
132
–36

as consultant at Arthur Andersen,
120
–121

executive positions of,
121

on gender equality,
233

hired at Facebook,
121
–22

Kassan and,
119
–20,
122
–23

on limitations of machines,
275
–76

mobile/mobile video ads and,
128
–29,
179

on targeted advertising,
132

Everson, Douglas,
121
,
122

Facebook,
1
,
33
,
46
,
95
,
117
,
123
–37,
197
,
215
,
323
–26,
324

advertising revenues of,
23
,
130

Atlas,
33
,
111

at CES,
227
–28

Client Council meetings at,
132
–36

as competitor of ad agencies,
124
–31

criticisms of Facebook ads,
136

data, refusal to share,
123
–24,
126
,
134
–35,
149
,
265

data collection,
158
–59

as digital duopoly with Google,
124
–25

Dynamic Ads of,
128

government reviews of privacy protections of,
326

hires human reviewers to screen content,
277

initial ambivalence to advertising of,
130

Kassan's view of,
124

measurement mistakes made by,
271
–73,
323
,
324

mistrust of, and continuing mistakes and problems in 2017,
323
–25

mobile/mobile video and,
128
–29,
179

opportunistic business model of,
129
–30

original program offerings, expansion of,
322

Sorrell's view of,
101
,
117
,
123
–24,
127

talent poaching by,
127

targeted advertising and,
131
–33

threat to advertising and marketing industry posed by,
299
–300

Facebook Effect, The
(Kirkpatrick),
130

facial expression databases,
161

Faida, Till,
173
–74

Falcone, Cristiana,
114
–15,
329

false or deceptive advertising,
168

Farmer, Michael,
44

Fearless Girl
(statue),
309
–10

Federal Communications Commission (FCC),
169

Federal Trade Commission (FTC),
168
,
178
,
326

fee-based compensation system,
45

15% commission system,
27
,
39
,
44
,
45

Financial Interest and Syndication Rules (Fin-Syn),
188

Financial Times,
313

Finucane, Anne,
76
,
91
–92,
97
,
127
–28,
129
,
297

Fishbein, Samantha,
220
–22

Fishman, Rob,
236
,
307

Fleet Financial,
91
–92

Foursquare,
155
–57

The Four: The Hidden DNA of Amazon, Apple, Facebook and Google
(Galloway),
236

Fox,
136
,
305
,
306

Franken, Al,
156

fraud, and digital advertising,
77
–78,
265
–66

Friedland, Jonathan,
177

Future Shock
(Toffler),
14

Gallagher, Bernard,
120

Galloway, Scott,
236

Garfield, Bob,
185

Garland Communications,
105
–6

gender equality,
232
–33

General Electric (GE),
83
–86,
177

Breakthrough
series sponsorship by,
84
,
305

as content creator,
84
,
219

Disruption Lab,
84

humanizing AI and,
266
–67

multiple agencies, use of,
85
–86

Podcast Theater,
85

shifting brand ID to that of cool digital company,
83
–85

“What's the Matter with Owen?” campaign,
85

Generation Z,
167

branded content as way to reach,
181
–82

privacy issues and,
167
–68

profile of,
180
–81

Gittlin, Grant,
69
,
336

Glock, Bernhard,
19
,
20
,
21
,
65

Goldberg, Andrew,
85
,
266
–67,
282

Goodby, Jeff,
143
,
235
,
251

Goodman, Scott,
248

Goodson, Scott,
308
–9

Google,
1
,
3
,
33
,
47
,
117
,
177
,
324

advertising revenues of,
23
,
130

as competitor of ad agencies,
129
,
130
–31

data, refusal to share,
126
,
149

data collection,
159

as digital duopoly with Facebook,
124
–25

DoubleClick,
33
,
110
–11,
276

Google About Me page,
159

government reviews of privacy protections of,
326

initial ambivalence to advertising of,
130
–31

measurement mistakes made by,
272
–73

original program offerings, expansion of,
322

Sorrell's view of,
101
,
117
,
123
–24,
127

talent poaching by,
127

threat to advertising and marketing industry posed by,
299
–300

YouTube,
197
,
199
–200,
272
,
314

Googled: The End of the World as We Know It
(Auletta),
3

Gotlieb, Chloe,
233

Gotlieb, Elizabeth Billick,
142

Gotlieb, Genya,
140
–41

Gotlieb, Irwin,
8
,
10
,
79
,
139
–43,
191
,
332

on ANA report,
243
–44

on Cannes Lions Festival,
257
,
336
–37

on changes in agency/client relationship,
17

denies using rebate system at WPP,
11
,
15
,
16

early career of,
142

family history of,
140
–42

hired by Sorrell and becomes CEO of GroupM,
143

on Kassan/MediaLink,
14
,
60
,
72

negotiating skills of,
144
–45

on procurement officer's role,
43
–44

on television business fundamentals,
321

on 2016 Upfronts,
201
,
202

See also
GroupM

Gotlieb, Jacob,
140
–41

Grazer, Brian,
84

Greed and Glory on Wall Street
(Auletta),
2
–3

Greenberg, Bob,
15
,
36
,
113
,
251
,
253
,
288
–91

See also
R/GA

Greenblatt, Bob,
302

Grey Advertising,
8
,
108

GroupM,
8
,
11
,
15
,
17
,
139

advertising dollars placed by,
140

compensation of,
140

data and tech operations of,
147
–54

global expansion of,
144
–47

Grove, Hannah,
301

Guardian,
208
,
313
–14

Guardian Labs,
208

Haber, Jack,
67
–68,
76
,
114
,
184
,
229
–30