This is actually a legitimate problem already where Google has paid adlockers to not block google.com by default. As an example, say some other vertical search engine purchases advertising on Google (travel, price comparison, etc) those same users who clicked on google may not see any advertising on the vertical search engine which, in those two markets accounts for a very large amount of those search engine’s own revenue.

I think a probable scenario is that Google’s search ads and display ads business will have to be segmented from the rest of Google’s businesses. The other alternative may be to remove search bundled with search advertising, YouTube with its accompanying video advertising, and so on.

I would be more optimistic about Google’s ability to keep itself together, but they seem to have turned themselves in to a case study of corporate mismanagement and disfunction. Who knows what sorts of insane criminal things and accumulating at this point. Those future moments of weakness and going to make them incredibly vulnerable to regulators on both sides of the Atlantic, from both the right and the left. That is not a survivable position.