Why did I love this book?
Frenemies presents a firsthand look at how the rapid growth of digital platforms such as Facebook and Google disrupted the advertising industry. This book is written by Ken Auletta, who is a masterful storyteller and describes an industry undergoing rapid transformation. We witness an industry marked by algorithmic ad buying, while we also encounter skeptical consumers blocking these same ads. Ken Auletta helps brand marketers by shining a light on how the art and science of brand-building has been altered by the advent of new advertising and distribution channels such as Facebook and Google, thus replacing traditional mass media channels.