event 
Both Sides of the Table
APRIL 15, 2010
It was the first company to do “paid search&# back when Larry & Sergey were saying they would never do it. plus a large settlement on patent disputes paid from Google) so Bill did well on it. Google had huge destination traffic. Google monetized this with AdWords (ads on their home page).
Both Sides of the Table
MARCH 11, 2011
So he launched a company with exclusively paid search. Users would know exactly how much was paid for each click. Google was clear that they WOULD NOT go into this business. He came up to Bill after the event and said, “clever idea, we should do that with you.&# But obviously Google won the war.
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