---
id: "entity-google"
type: "entity"
entityType: "organization"
canonicalName: "Google"
aliases: ["Alphabet", "Google Search"]
source_timestamps: ["00:03:39", "00:05:37"]
tags: ["big-tech", "search"]
related: ["concept-conversational-advertising"]
sources: ["s17-3-model-drops"]
sourceVaultSlug: "s17-3-model-drops"
originDay: 17
---
# Google

## Profile

The incumbent search and digital-advertising giant. Google's **~$300B search advertising business** is, in this scenario, facing its first credible structural threat in a decade.

## Role In This Vault

- **The disrupted incumbent** in the conversational advertising shift ([[concept-conversational-advertising]]).
- **Implicit hardware actor** — the speaker cites Google's **Turbo Quant** paper as a key technical intervention against the [[concept-inference-wall]] via memory compression and more efficient serving (see [[concept-training-inference-chip-divergence]]).

## Why The Threat Is New

The collapse of the traditional search results page into a single conversational recommendation ([[concept-collapsed-purchase-funnel]]) bypasses the entire surface where Google captures intent. Even if Google ships its own conversational interface, the **interface where purchase decisions happen** is no longer guaranteed to route through Google.

## Open Question

Where the global ~$600B search ad spend ultimately re-lands is the central unresolved question — see [[question-ad-dollar-migration]].

## Related
- [[concept-conversational-advertising]] · [[concept-collapsed-purchase-funnel]]
- [[concept-training-inference-chip-divergence]]
- [[entity-openai-d17]] · [[entity-criteo]]
- [[question-ad-dollar-migration]]