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...meant by “dumb” is that the network itself—the routers, switches, and cables that cross the world—should be agnostic to the sort of data it is carrying. All information, whether a piece of an Internet telephone call, a Viagra ad, or the membership of “Students For California Relocation of Harvard University,” gets the same right of passage.The name for this paradigm is “end-to-end”—the idea, in some sense, that the intelligence of a network...
Last semester, controversy erupted over a parody published on The Salient’s back page, which featured a mock ad of a Fulla doll, a Barbie imitation doll sold in the Middle East. The ad suggested that the doll, which is sold with Islamic dress, says programmed phrases such as, “Human Rights? That’s silly,” and “Yes, husband...
...system works. If you're a company selling sneakers, you can bid to have a link to your website appear in the sponsored area whenever someone does a Google search for, say, tennis or Michael Jordan or sneakers or all of those and more. How prominently your ad will be displayed depends on how much you bid and how many people click on your ad. That means you can't just buy your way to the top; your link also has to appeal to users. You pay Google for every click you receive...
Google then had another brainstorm: extend the ad-link idea beyond search queries so that any content site could automatically run ads linked to its text. Google's technology, known as AdSense, can instantly analyze the text of any site and deliver relevant ads to it. Your sneaker company could place ads on tennis-information sites that participate in the Google network. Brin and Page signed up thousands and thousands of clients before their competitors knew what was happening. Now Google plans to apply the model in other media, and it just bought dMarc Broadcasting, whose automated systems connect advertisers...
...hoped would win her approval and, eventually, Brin's and Page's. Some were whimsical. (A designer was creating an interface so that Google users searching Christmas would see a candy-cane border around the results.) Others were all business. (A female engineer took in test results that showed ad revenue could increase by tens of millions of dollars if Google simply enlarged the type size for certain sponsored links. Brin and Page will hear that one.) Other proposals were clearly sinking when Mayer invoked her mother, as in, "I'm just not sure my mom would understand this...