I would agree that there is a need for Google to pivot and improve the online ads experience, I think it’s more aware of it than us. What most people don’t realise is that Ads/Adsense is one of the smartest and well made products in the market. There is a reason that there literally minimal competition on that end ( from any one ). I don’t think the Giant is falling any time soon. There revenue is growing and so is there market value. If its any indication, they have bigger things to come.