'Googled': Biography Of A Company, And An Age

Media critic Ken Auletta tracks the development of Google from a search engine created in a garage in 1998 to the provider of all things Internet in his new book Googled: The End of the World As We Know It.

Auletta tells Terry Gross that although the company trumpets free access to information, it is notoriously tight-lipped when it comes to its own formula for success.

"Google believes in transparency, but they're not transparent about what's in that black box of search," says Auletta. "We don't know — no outsider knows — how Google comes up with what they call 'page rank,' which is why a listing is at the top or second place or third place or 100th place when you do a search."

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Tags: Fresh Air, Internet, NPR, google, privacy, search

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