Companies like Google make billions on ads. A overwhelming majority of Googles income is from ads. It isn't just that Google served new markets or that publishers outsourced the work.

Ad systems use a bidding system. Google controls both sides of the bidding system. The system is setup in a way where Google has benefited more than others.

It reminds me of record labels and producers. They make the lions share of the money on record sales for most albums and music. The artists typically get a small share. Some artists have walk away with a medium income will selling millions of albums and having the label/producers making millions.

The lower income to publishers has caused them to do more shock and awe type articles that aren't good for us. They pay more inexperienced people less so there is less mentoring. Overall it means the quality of the published stuff has gone downhill.