Google's main ad business is on Google owned properties. Always has been. The biggest existential threat to Google is that Google has abandoned management focu

Google's main ad business is on Google owned properties. Always has been. The biggest existential threat to Google is that Google has abandoned management focus on developing it's core offerings (Search, Cloud, Maps, GSuite, GMail, Messaging) to fight stupid antitrust battles with the EU over a tiny slither of profit in a completely irrelevant side business. Reputational damage alone is driving away huge amounts of Cloud and GSuite business.