In 1996, Larry Page and Sergey Brin launched Google, and in less than twenty years, the world’s dominant search engine has changed everything in the advertising industry.

The search engine helped people become more than passive consumers of media. The search process created by Google helped them search for what interested them, when it interested them. Once the transformation occurred, Google began to recognize its power in the marketplace, and began selling access to its visitors with online advertising options – changing the way the ad industry buys and plans media.