Source: Featured Blogs - Forrester
Google and Microsoft are scaling AI-powered search faster than they can extract advertising value from it. The gap: traditional search monetization—ads placed alongside results—breaks when AI synthesizes information into narrative answers, eliminating the multiple listing clicks that drive ad exposure. This forces Big Tech to accept lower-margin AI search cannibalizing high-margin core search, or engineer new ad formats that feel native to AI responses—a technically and commercially risky bet that could backfire if users perceive it as invasive.