Please note: This is a companion version & not the original book.

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#1 The history of advertising is long and complicated, but it all started with newspapers. As the popularity of these publications grew, so did their revenue. As a result, they were able to lower their subscription costs, which allowed them to sell more papers.

#2 The first completely ad-supported media was television, which began in the 1940s. It outperformed all other media because it combined mass reach, a rich visual medium for messaging, and guaranteed audience attention.

#3 In 2006, the cost of targeted online video ads surpassed that of television advertising, because pre-roll ads on YouTube and interrupt ads on Hulu guaranteed viewership and online delivery allowed more powerful ad targeting.

#4 By 2005, broadband adoption in the home surpassed dial-up in the United States. With this faster connection came a game changer for consumers: choice.