The Next Shift at Google Could Have Big Impact On Advertisers

Posted: 4/12/2012  |  By: Chris Copeland | AdAge.com

As children we are taught that in order to win you must understand the rules of the game and play by them. As a parent, you quickly realize that kids excel more at changing the rules than following the original ones. In fact, an oft-spoken phrase from adults to complaining children is "If you don't like the rules, don't play the game." By contrast, in the adult world the phrase gets flipped and you start to frequently hear the cavalier line "If you don't like the rules, change the game."