To start with, Google is now a mandatory expense for many companies. Because 90% of users have Google as their default search engine, either through Chrome or S

To start with, Google is now a mandatory expense for many companies. Because 90% of users have Google as their default search engine, either through Chrome or Safari. And Google pays a lot of money for that. You can say goodbye to Google, but that also means goodbye to 90% of users. Second, the lack of proper competition in the ad market cannot be healthy for the cost of advertising. It's impossible to become a competitor to Google without sinking billions in costs. There is no pressure on the price so traditional publishers pay way too much for the ads. That ad may never be served, because Google renders a summary of your content next to the search results; and if a user would visit the site regardless, there is AMP - Google sells you ads and then deploys middleware to prevent you from serving them.