Ask HN: Online Advertising Book Recommendations?

Looking for high-quality books/resources on online advertising from 4 different perspectives:

1. From the perspective of Web/mobile publishers/content-providers. I'm interested in AdSense as well as in the topic generally.

2. Facebook advertising. Something fairly technical, or something that looks at it from the inside at (at least) the level that "The Everything Store" does for Amazon or "Googled" for Google

3. Economics of online advertising generally.

4. How Google's ad machine works technically: adwords/adsense/analytics

When I search for books I get so many results that seem like trash I don't know where to begin.

Thanks much.