Google earns its revenues mainly from advertising. Of late, it is making efforts to shift to subscription-driven model or pay model. It is very akin to its offerings like ad-free YouTube Premium and YouTube Music subscriptions. But it is doubtful whether this feature would work.

Google has also announced that users would be allowed to have more control over the content in advertisements. It is called ad customisation or ad personalisation. It helps consumers discover products they may not be aware of. But ad companies have become invasive while using consumers data to do this.

There is currently hybrid play of advertising, subscription and freemium models. The sweet spot between advertising and subscription will be discovered over a period of time.

In the meanwhile, Google Search, YouTube and Discover Feed will roll out a new tool. It will allow users to choose from a three-dot menu next to any ad, and select which brands or topics they get to see within ads.

Google is also phasing out third-party cookies by late 2023. It will replace this by new tracking technology.