In The Plex, page 56
384 On August 13 Tom Krazit, “Google’s Net Neutrality Ideas meet Raging Grannies,” CNET, August 13, 2010.
INDEX
Acharya, Anurag, 39–40
Adbusters, 337
Adkins, Heather, 268–70, 308, 313
Adobe Flash, 53
AdSense, 103–8, 120, 171, 174, 240, 330, 334
adult supervision, 29, 74, 82, 154, 387
advertising:
and antitrust probe, 331–34, 345
and AOL, 95–99
and artificial intelligence, 100
auctions in, 87–88, 89–93, 99, 101, 109, 110, 112–13, 115, 117
banner, 78, 330
billing for, 84
on blog pages, 101, 107
click-through rate, 86, 91, 92, 111–12, 120
and cloud computing, 211
conversion tracking, 113–14, 119
and cookies, 330, 333–36
developing the system, 79, 260; see also AdWords
in different cultures, 97
display, 330–31, 333
and DoubleClick, 330–36
and email, 102, 170–73, 177, 179, 180
interest-based, 262–63, 336–37
landing page in, 84, 91
making money via, 83–94, 99, 105–6, 108, 119, 120, 201, 211
and marketing, 76–77
measurable, 115
on nonsearch pages, 101
opt-out feature, 336, 354
original vision of, 75, 78–79, 84
pay-per-click, 88, 89, 91, 93, 95, 99, 101, 106, 109, 118–19
and Phil, 99–103
placement of, 105
profanity in, 107–8
quality rating, 86, 91–93, 96–98, 106, 107–8, 109–10, 111–12, 116, 328
and relevance, 92, 93, 111
and retargeting, 336–37
sales force for, 84–85, 96, 109, 110–14, 118
search results mixed with, 89, 145
self-service system, 99, 102, 105, 112
silver bullet theory, 262
sponsored links, 85, 170, 262
and Super Bowl, 331
updating, 116
and user logs, 84, 180, 333–36
with videos, 262–63
and web pages, 99–109
in Yellow Pages, 87
and YouTube, 262–63
AdWords, 116, 159, 206, 208
ad quality, 86, 91–93, 96, 106
and AdSense, 104, 106
and China, 296, 304
click-through rate, 86, 91, 92
conversion tracking in, 113–14
and Phil, 101–2
Premium, 109, 111, 113, 115
profitability of, 83, 85–86, 93–94, 99, 109, 120, 201, 262
Select, 91–94, 99, 109
sponsored links, 85, 170, 262
Aiken, Paul, 360
Ajax, 168, 201
Albert II, king of Belgium, 197
algorithms:
Hilltop, 38, 39
information retrieval (IR), 20, 110, 239
rating systems based on, 16–18, 21, 109, 112, 328, 350
and relevance, 20, 21, 52, 380
secrecy of, 56
social networking vs., 371, 374, 382
unbiased results from, 16
Allen, George, 251
Allison, Dennis, 31
Alpha processing chip, 19
AltaVista, 19–20, 24, 25, 27, 36, 37, 38, 53, 168
Amazon.com, 15, 34, 79, 242, 355–56, 363
anchor text, 22
Android, 214–18, 219–22, 226–30, 233, 372
and competition, 220–21, 229, 237
and Droid, 229
G1, 226–28
and Google Voice, 234
and navigation, 229
and Nexus One, 230, 231–32
and Nook, 228
open system of, 228, 354
success of, 237, 238
and unlocked phone, 229–30
Anza, Juan Bautista de, 132
AOL, 75, 88, 89, 95–99, 204, 375
Apache Hadoop, 200
Apple:
and competition, 218, 220–21, 227, 228, 236–37, 266
iPad, 228, 237
iPhone, 217–21, 227, 228, 229, 237
iPod, 37
iTunes, 242
Macintosh, 209–10, 218
and patents, 237
pinch and swipe, 221, 237
Safari browser, 221
WebKit, 221
Applied Semantics, 103–4, 108
April Fool’s Day, 123–24, 172, 194
aQuantive, 331
Armstrong, Tim, 84–85, 110, 111–13, 259
Arno, Peter, 240
Arora, Nikesh, 234
artificial intelligence (AI), 6, 35, 100
and language translation, 63–64
and machine learning, 47, 62, 64, 385–86
Asimov, Isaac, 117
associate product manager (APM) program, 3–5, 161–62, 166, 259, 371
Association of American Publishers, 358, 361
AT&T:
and competition, 222, 223, 228–30, 234, 329, 363
and net neutrality, 326–27, 384
and user data, 118–19
Atkinson, Bill, 15
auctions:
and ads, 87–88, 89–93, 99, 101, 109, 110, 112–13, 115, 117
ascending block, 202–3
bid by the slot, 90
bid shading in, 89
for IPO, 147–49, 152–55
and resource allocation, 202–3
spectrum, 91, 222–25, 226
supply and demand, 202
Vickery, 90, 202
winner’s remorse in, 90
Authors Guild, Inc., et al. v. Google Inc., 9–11, 358–62
Ayers, Charlie, 133–34, 154, 289
Babel Fish, 63
BackRub, 17, 18, 21–24, 26, 28–31;
renamed Google, 30–31
Baidu, 4, 273, 279, 281, 292–98, 304, 305, 307
Bailey, David, 58, 59
Baker, Mitchell, 208
Bak, Lars, 209
Ballmer, Steve, 197, 282–83, 380
Barnes & Noble, Nook, 228
Barroso, Luiz, 197–98
BART system, 45, 56
Bartz, Carol, 346
Beard, Ethan, 375–76
Bechtolsheim, Andy, 28, 33–34, 73, 74
Bell, George, 29–30
Berkshire Hathaway, 147, 149
Berners-Lee, Tim, 15–16
Bezos, Jeff, 12, 34, 57, 80, 355, 363
Bharat, Krishna, 38–39, 40, 46, 54, 58, 239
Billington, James, 352
Bisciglia, Christophe, 199–200
Blogger, 101, 335, 374, 376
Bock, Laszlo, 141–42, 256–57, 259, 260
books:
and Amazon, 355–56, 363
and class action lawsuit, 9–11, 358–67
digitization of, 11, 347–67
Google Book Settlement, 362–67
metadata in, 351
nondestructive scanning, 348–51, 353, 360
Ocean, 350–55
online future of, 352, 360
“orphan,” 357, 359, 366
payment for use of, 360–63
in public domain, 354
publishers of, 356–62
snippets of, 353, 356, 357, 362
and social good, 360–61, 364, 365, 366
transformative use of, 353–54
Boolean syntax, 36
Boorstin, Robert, 329
Braddi, Joan, 143
brain, virtual, 66, 67–68, 232, 385–86
Branson, Richard, 254
Bray, Tim, 136
Brilliant, Larry, 258
Brin, Michael, 274–75
Brin, Sergey, 3, 5, 16
achievements of, 53, 383
and advertising, 84, 86, 90, 92, 94, 95, 97, 101, 103–6, 108, 110–11, 334, 336–37
ambition of, 128, 139
and applications, 205, 207, 208, 210, 240–42
and artificial intelligence, 385–86
birth and early years of, 13–14, 274–75, 310
and birth of Google, 31–34
and Book Search, 11, 347, 350–52, 364
on capturing all the web, 22–24, 52, 58, 60
on changing the world, 6, 72, 97, 120, 125, 146, 232, 316, 384
and China, 267, 273–74, 276, 277–79, 283, 305, 307, 310–12
and eco-activism, 241
and email, 169–72, 174, 178, 179
and Excite, 29
and funding, 32, 33–34, 73–75
and government issues, 329
and IPO, 146–47, 149–54
and language translation, 63
and management, 74, 75–77, 79–82, 110, 143, 158–60, 162–66, 228, 235, 252–53, 260, 273, 373–74, 386, 387
marriage of, 126, 253
as Montessori kid, 121–25, 127–28, 149
and Obama, 316, 318, 329
and PageRank, 21–24, 48–49
and popular culture, 238
and privacy, 174, 176–77, 253–54, 337
and secrecy, 32, 72, 106, 218
and smart phones, 215–16, 224, 226–30, 234–36
and social networking, 372, 377–78, 380
and speed, 185, 207
and Stanford, 13–14, 16, 17, 28, 29, 34
and trust, 221, 237
values of, 127–28, 130, 132, 135, 139, 141, 146, 196, 275, 305, 364
and web links, 18, 51
and Yahoo, 344
and YouTube, 248, 264
browsers, 204–12
Google Chrome, 208–12, 220, 221, 228, 354
open-source, 204
as operating systems, 210–12
and privacy, 336–37
browser wars, 206, 283
Buchheit, Paul, 102, 259
and email, 167–71, 176, 178–80, 185, 370
and Google motto, 143–44, 170
Buffett, Warren, 147, 149
Burning Man, 76, 80
Bush, Vannevar, 15, 44
Buyer, Lise, 70, 148, 150, 151–52, 154
Buyukkokten, Orkut, 371
Buzz, 377–80
Cairns, Heather, 125
Campbell, Bill, 143, 158–60, 218, 237
Caribou (later, Gmail), 169–71
Cavanaugh, William, 366
Center for Democracy & Freedom, 337, 339
Cerf, Vinton, 222
Chan, Wesley, 113–15, 166, 205, 233–36, 291
Changchun, Li, 306
Chavez, Pablo, 329–30, 346
Chen, Steve, 243–44, 247–51, 264
Cheriton, David, 27–28, 33–34, 79
Cheung, Harry “Spider-Man,” 41, 125, 128
Chin, Denny, 9–10, 365–66
China, 276–314
aim to do good in, 279–80, 303–4, 313
bureaucracy of, 277–79, 280, 291, 295, 298, 304, 312
censorship in, 268, 273, 276, 277, 279, 280–81, 283–86, 290, 293, 295, 297–98, 303–8, 310–13
competition in, 278, 281, 292–98, 300, 305–6, 313
cooperation with government in, 279, 284–85, 292, 297, 299, 301, 302, 305
cultural differences in, 278, 290, 291, 292, 298, 302–3
Google closed in, 311–14, 383
Google’s Chinese name, 287–88
Google’s launch in, 287–89
license to operate in, 277, 279, 280, 295, 340
Obama town meeting in, 324
Olympic Games in, 304
recruitment in, 290–91
“red pockets” in, 297
search in Chinese language, 272–74, 280, 294, 299–300, 304, 306
security issues in, 267–68, 270, 298, 301–2, 303, 308–11, 313–14
stolen code in, 300, 309
and U.S. Congress, 284–87
Chinese New Year, 299
Chopra, Aneesh, 322
Chou, Johnny, 296
Cisco Systems, 284, 285
Clancy, Dan, 360
Clark, Jim, 248
Clarke, Arthur C., 32
Clinton, Hillary Rodham, 318, 325
cloud computing, 180–212, 346
and applications, 200–212
and browsers, 204–12
in data centers, 181–200
files eliminated in, 211–12
and MapReduce, 199–200
and operating systems, 210–12
and smart phones, 228
and YouTube, 261
cluster computing, 180
Coleman, Keith, 168
Coleman, Mary Sue, 352
Comcast, 326–27
Compaq, 37
competition:
AltaVision, 53, 168
and antitrust issues, 330, 331–34, 343–47, 364
Apple, 218, 220–21, 227, 228, 236–37, 266
in applications, 200–212, 266
chasing after, 383, 385
in China, see China
deconstructing Google’s processes, 55–56
for engineering talent, 370
and evil, 207, 208
Microsoft, see Microsoft
Oracle, 220
payment systems, 242
and secrecy, 198
telecoms, 222–23, 228–30, 233, 234, 236, 329, 363
Yahoo, 98, 99, 220, 332, 380
Congress, U.S.:
and antitrust, 332–33, 366
and China, 284–87
and Internet access, 326–27
Cook, Scott, 80
copyrights:
and Book Search, 352–54, 357–67
in China, 292
detecting violations of, 16, 174
evil violations of, 245, 367
law of, 353, 359, 360, 367
and lawsuits, 9–11, 328, 353, 358–62
and partner content, 264
safe harbor sites, 244
and YouTube, 244, 251, 261–62
Coughran, Bill, 301, 304, 310
Cowgill, Bo, 156
craigslist, 97, 239, 243
Credit Suisse, 148–49
Crosby, Wayne, 203
Crowley, Dennis, 373–74
Cruikshank, Lucas, 263–64
Cselle, Gabor, 240–41
Cui, Jin, 300
Cutts, Matt, 53–56, 58, 82, 155
Cyc, 47
D’Amato, Alfonse, 318
Danger, 213–14, 216
data:
in the abstract, 19, 367
as basis of decision making, 3, 113, 161–62, 275, 319
compression of, 47, 100–101
payload, 343
public sources of, 341
data centers, 181–200, 256, 383
allocation of resources in, 202–3
basic requirements for, 191
cloud computing in, 181–200
expansion of, 182, 183, 250
and fiber ownership, 187–88
mapping the system in, 199
modular approach to, 189–90
power usage in, 189, 191, 194, 196–97, 211, 241
reducing information in, 199
redundancy in, 184
secrecy about, 181, 193
servers in, 181, 183, 187, 194
site selection in, 188–89, 191–94, 195–97
speed in, 184–87
Data Liberation Front, 354
data mining, 119, 180
data security laws, 343
Davidson, Alan, 329
Davies, Simon, 176
Dean, Jeffrey, 39, 43, 139
and advertising, 78, 102
and data centers, 197–200
and file system, 184
and MapReduce, 199–200
and web searches, 37–38, 42, 46–48
Design LLC, 191–93
Desimone, Josef, 134
Digital Equipment Corporation (DEC), 19–20, 22, 28, 37, 197
Digital Millennium Copyright Act, 244, 251
Diller, Barry, 322
DLB Associates, 190
dMarc Broadcasting, 250
Dodgeball, 373–74
Doerr, John, 73, 74, 79–80, 143, 145, 147, 162–63, 204–5
Dory, 131, 323
DotOrg, 257–58
DoubleClick, 330–36
Downey, Brandon, 269
Dream, 217–18, 220, 221
Drummond, David, 175, 176
and Book Search, 351–52, 354, 356, 360, 364
and China, 276, 304–5, 309, 311–12
and Congress, 332–33
and lawsuits, 328
and Obama, 315
and YouTube, 247, 249, 250, 252
Dureau, Vincent, 265
Durie, Daralyn J., 366–67
EarthLink, 95
eBay, 15, 113, 318
Edison, Thomas, 13
Edwards, Doug, 140
eGroups, 30
Elbaz, Gil, 103
Electronic Frontier Foundation, 337, 339
email, 161, 167–81
and ads, 102, 170–73, 177, 179, 180
and cloud computing, 180–81
Gmail, see Gmail
and privacy, 170–78, 211, 378
and revenues, 170–73
and storage, 168–69, 172, 179–80
Emerald Sea, 382–83
employees:
and austerity period, 256–57, 258–59
contract workers, 257, 269
first, 34, 36, 37
as Googley, 4, 36, 138–40, 158, 159, 162, 270, 309
numbers of, 5, 134, 158, 164, 373, 386
pampered, 58, 133–38, 259
promotions of, 260
recruitment/hiring of, 35–41, 72, 138–43, 258–59, 266, 386
and security issues, 269–70
70–20–10 balance, 162, 323
teamwork, 162
and 20 percent rule, 124
wealth of, 155–57, 259
Engelbart, Douglas, 15
Epstein, Scott, 76–77
Eustace, Alan, 145–46, 215, 271, 281, 289, 301, 303, 308
Ewing, Jessica, 174
Excite, 20, 27, 28–30, 136, 268
Facebook, 309, 322, 369–71, 373, 375–77, 379–80, 382–83
face recognition, 232
Farrell, Carrie, 139
Federal Communications Commission (FCC), 222, 223
Federal Trade Commission (FTC), 331–34, 379
Feiken, Jennifer, 242–43, 244–45
fiber optics, ownership of, 187–88, 198, 199, 261
Figueroa, Liz, 176–78
Filo, David, 28, 344
Fino, Audrey, 49–50, 52, 60
Fischer, David, 98
Fisher, Darin, 204
Flake, Gary, 98
Fleischer, Peter, 338–39
forecasting, 119–20
Foursquare, 374
Fred (video channel), 263–64
FriendFeed, 259, 370
Friendster, 371
Gaia password system, 308–9
Garcia-Molina, Hector, 14, 16, 17, 18, 23, 33
Gates, Bill, 14, 179, 204, 219, 278, 282, 283, 344, 381
GDrive, 205, 211
Gelernter, David, Mirror Worlds, 59–60
