IBM dominated the mainframes market, but that market (and thus IBM) was eclipsed by Microsoft, which dominated PCs. Microsoft was eclipsed by Apple and Google in mobile.
Will Google similarly be eclipsed by what Ben Thompson calls "native advertising"?
He uses that term to describe all "in-stream" advertisements--i.e., ads that are in the same form as their context. For example, promoted tweets in Twitter, an advertisement post in your Facebook news feed, a promoted pin in Pinterest, etc.
Will search ads (another example of native advertising) end up being just a tiny fraction of the entire native advertising market? In other words, will Google be eclipsed by the next advertising giant--the one who masters native advertising?