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The Google Inc. logo hangs illuminated at the company's exhibition stand at the Dmexco digital marketing conference in Cologne, Germany, on Wednesday, Sept. 14, 2016. Dmexco is a two-day global business and digital economy innovation platform, attracting the industry's most important personalities and corporate decision-makers. Photographer: Krisztian Bocsi/Bloomberg via Getty Images

The Google Inc. logo hangs illuminated at the company's exhibition stand at the Dmexco digital marketing conference in Cologne, Germany, on Wednesday, Sept. 14, 2016. Dmexco is a two-day global business and digital economy innovation platform, attracting the industry's most important personalities and corporate decision-makers. Photographer: Krisztian Bocsi/Bloomberg via Getty Images