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Google Shifts from Search Mediator to Advertising Omni-Publisher through AI Google is experimenting with integrating ads directly within its AI-generated search answers, signaling a shift toward becoming a direct information provider with broad advertising implications. Using a new AI Max feature available in Google Ads tools, relevant ads appear in conversational search responses, like plumbing services for water pressure issues. This adapts to changing search behaviors, as 60% of shopping queries use broad, dialogue-like terms better suited for AI answers than traditional link lists. Google now actively produces, controls, and monetizes content, running the infrastructure itself, which increases its digital ad market power at the expense of external publishers.

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