In "Frenemies," Ken Auletta delves deep into the tumultuous waters of the $2 trillion global advertising and marketing industry, revealing a world upended by digital revolution. With the keen eye of an insider, Auletta navigates through the complex relationships that define this landscape, where traditional titans and emerging powers grapple with the seismic shifts transforming their realm. As the art of advertising becomes a science, driven by data and algorithms, the industry's stalwarts—once masters of the creative universe—are confronted with a new breed of competitors. Through vivid encounters with the industry’s luminaries, from the legendary Sir Martin Sorrell to the defiant voices shaping the future like Carolyn Everson of Facebook, Auletta uncovers the layers of conflict, adaptation, and survival instincts that animate these relationships. "Frenemies" is not just a story of change; it is a reflection on the existential challenges and opportunities that lie ahead for an industry at the crossroads of creativity and technology. Beyond the battles for dominance and relevance, Auletta exposes the undercurrents of anxiety and transformation that ripple through the ad world. The term "frenemies" takes on a profound meaning as alliances shift under the pressure of innovation and the relentless quest for consumer attention. Through the strategic lens of Michael Kassan, the ultimate industry connector, readers are offered a front-row seat to the negotiations and machinations that will dictate the future of advertising. As accusations of corruption and ethical dilemmas swirl, "Frenemies" also contemplates the broader implications for media and society at large, where the very survival of traditional platforms hangs in the balance. Auletta’s narrative is a crucial examination of an industry in flux, standing at the precipice of a new era where only the most adaptable will thrive.