"Drawing on a unique study of Australian advertising agencies at the dawn of the digital era, this book provides a hitherto unexplored study of the advertising industry at a point of its disruption. By exploring the dynamic interaction between this established but complacent industry, and a radically new communication medium, this book reveals how advertising agencies were forced to change fundamentally, yet as an industry ultimately went on to shape the digital economy, and the platforms that dominate it. Based on contemporary reports, company archives, personal archives, and over fifty interviews with past and current advertising practitioners across the range of agency departments, this unique historical narrative reveals how power shifts between agencies, advertisers and other media platforms forged the current models of advertiser-funded digital media. For scholars of marketing, media, communication and contemporary history, this is an illuminating perspective on the early impact of the digital revolution and its relevance to the media landscape today"--.