The former Google execs behind ad-tech startup Beeswax banned the obvious word from their name, and it’s worked exactly as they planned

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Beeswax is an ad-tech startup in New York founded by three former Google executives. The founders of Beeswax said they chose their company’s name so it would stand out in a crowded industry.

The source code. First here as indicated.

One of the most important factors to weigh when choosing the name of a company is how memorable it will be to your customers.

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Beeswax is a New York ad-tech startup founded by three former Google ad executives. The company pioneered a new way for marketers to bid for ads online. Three years after the startup’s launch, its revenue was estimated at $25 million.

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Quite a lot has been going on:

The former Google execs behind ad-tech startup Beeswax banned the obvious word from their name, and it’s worked …

“I really liked the insect metaphors because our customers are very hardworking and industrious, and they’re toiling away doing their thing,” CEO Ari Paparo told Business Insider. “So we were thinking about hives and ants and bees and it just evolved.”

The metaphor doesn’t stop there. The names of Beeswax’s products are on-brand references like Buzz, Drone, Stinger, Pollinator, and Waggle, the name of a dance bees use to communicate. The walls of Beeswax’s Manhattan office are painted with hexagonal, honeycomb-like designs.

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Google CEO quietly met with military leaders at the Pentagon, seeking to smooth tensions over drone AI

Google chief executive Sundar Pichai quietly paid the Pentagon a visit during his trip to Washington last week, seeking to smooth over tensions roughly four months after employee outrage prompted the tech giant to sever a defense contract to analyze drone video, according to two people familiar with the meeting.

Pichai met with a group of civilian and military leaders mostly from the Office of the Under Secretary of Defense for Intelligence, the Defense Department directorate that oversees the artificial-intelligence drone system known as Project Maven, according to the people, who spoke on the condition of anonymity to discuss the meeting freely.

Google CEO met with military leaders at the Pentagon, seeking to smooth tensions over drone AI

A Defense Department spokesperson said, “We do not comment on the details of private meetings. Department leaders routinely meet with industry partners to discuss innovative technologies. These meetings support continuing dialogue aimed at solving future technology challenges.”

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The secrecy surrounding Pichai’s visit highlights one of the tech giant’s most challenging binds: How to retain Silicon Valley workers angered by the moral implications of developing warfare technology while also staying in the running for Washington’s lucrative military contracts. Previously, Google said it has, and would continue, to work with defense leaders on “cybersecurity, training, military recruitment, veterans’ health care, and search and rescue,” Pichai wrote in a blog post this summer. Google also has bid for one of the Pentagon’s most lucrative cloud-computing contracts.

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Google CEO met with military leaders, seeking to smooth tensions over drone AI

Google’s change-of-heart over Project Maven, its first big AI partnership with the Pentagon, has become a key source of tension between the tech giant and military officials, who felt that Google should have done a better job communicating that the technology could help keep servicemembers out of harm’s way, according to a source familiar with the work.

Google’s decision to terminate its relationship with Project Maven also has drawn sharp rebukes from congressional lawmakers, particularly Republicans, who were the focus of Pichai’s rare, two-day swing through Washington last week.

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