Google DD 2

Google is verticalising the measurement and allocation layer, not the transaction layer. Google is taking the purchase data, and Google is taking the decision about where the advertiser's budget goes. Google is not taking the money.

Google kills a subscription when it has to buy the thing it is selling, or when the subscription depends on dedicated hardware.

91% informational in January 2025 to 57% informational, 18% commercial, 14% transactional in October 2025

AI is expanding Google into the commercial-research middle of the funnel, not into the transactional bottom.