Google: An Unstable Platform

Russell Perkins, ICG

Post by: Russell Perkins, ICG

Google has evolved over the years, and consequently publishers need to evolve in their thinking towards Google. The term ”frenemy” was coined to summarize our confusion about how we should best interact with Google. The emerging reality seems to be that while Google can still bring benefit to all of us, it’s a mistake for any of us to depend on it.  

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