{"id":1924,"date":"2018-06-14T21:54:00","date_gmt":"2018-06-14T21:54:00","guid":{"rendered":"https:\/\/preprod.realtrends.com\/blog\/2018\/06\/14\/book-spotlight-frenemies\/"},"modified":"2025-03-13T02:34:10","modified_gmt":"2025-03-13T02:34:10","slug":"book-spotlight-frenemies","status":"publish","type":"post","link":"https:\/\/preprod.realtrends.com\/blog\/2018\/06\/14\/book-spotlight-frenemies\/","title":{"rendered":"REAL Trends Book Spotlight : Why We Love Frenemies"},"content":{"rendered":"<p>Featured Book: <a href=\"https:\/\/www.penguinrandomhouse.com\/books\/541161\/frenemies-by-ken-auletta\/9780735220867\/\">Frenemies <\/a><\/p>\n<p><!--more--><\/p>\n<p>My new favorite by Ken Auletta covers the messy evolving world of ad agencies, media agencies, the online giants and everything in-between. He tells the story of what&#8217;s going on in the $1.5 to $2.0 trillion advertising and marketing world.&nbsp; Bottom line, it&#8217;s hugely informative and entertaining.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"size-medium wp-image-47270 alignleft\" src=\"https:\/\/preprod.realtrends.com\/blog\/wp-content\/uploads\/sites\/9\/2021\/01\/frenemies-197x300-1.jpeg\" alt=\"frenemies\" width=\"197\" height=\"300\">It&#8217;s also scary.<\/p>\n<p>He tells the story of a media advisory firm, for example, that has assembled what is essentially a huge spreadsheet.&nbsp; With 200 million rows (that\u2019s us people) and over 40,000 columns (these are facts about us) that they&#8217;ve assembled so they can target us with ads for their clients.<\/p>\n<p>This firm says that \u2018no names\u2019 are attached to these rows.&nbsp; Well, except they have a separate database where the names are kept, and \u2018they promise\u2019 never to use the names along with the other data.&nbsp; This isn\u2019t Facebook or Google, and according to the author, there are dozens of companies with such databases.<\/p>\n<p>If you want to understand what is going on the media and ad world \u2013 this is the book to get and read.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Featured Book: Frenemies<\/p>\n","protected":false},"author":15802,"featured_media":4822,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[3255],"tags":[],"coauthors":[],"class_list":["post-1924","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-archive"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v25.4 (Yoast SEO v26.8) - 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