It is in essence Google following FB in what they did with Instant Articles. Users start in their ecosystem and they don't see any value in them leaving their ecosystem unless they are going to buy something.
Publishers typically aren't where people go to buy things. In fact, I imagine Google views them as part of COGS in a sense since they are what create display inventory.
So if Google has the leverage to reduce the cost and increase user satisfaction while simultaneously exerting more control on the display ecosystem, it seems like a smart business move to do so.
Publishers typically aren't where people go to buy things. In fact, I imagine Google views them as part of COGS in a sense since they are what create display inventory.
So if Google has the leverage to reduce the cost and increase user satisfaction while simultaneously exerting more control on the display ecosystem, it seems like a smart business move to do so.