Over the last 7 years I have been writing and talking about the latest trend in online marketing and advertising. Many things have happened and changes are as constant as change itself. What doesn’t seem to change is that the Fact that major Marketing players keep trying to stack the deck of profits in their favor without regard for the return on investment that they are providing businesses for their marketing dollars. Recently, Google made lots of negative headlines because they were serving up ads on inappropriate YouTube channels for some of their biggest corporate clients. It’s easy to understand the big sensational headlines when a larger corporation pulls millions in ad money from the likes of Google or Facebook. However, little is said when millions of small company’s websites take it on the chin because Google changes its search algorithm or Facebook policy flip flops canceling ads running during mid campaigns. If you consider how these advertising giants wield absolute control over how business is advertised, you quickly start to realize that you must have a plan B in place if you want to succeed. In this episode of Working the Web to win, we will explore the current state of online advertising. We will ask the question, “how business can protect themselves from the profit whims these mega advertising giants wield?” We will provide the step needed to make sure you have a good plan B in place so that you will get your money’s worth.