I think Google is doing this specifically because of the anti trust trial against their ad monopoly/monopsony.

Like they’re clearly loosing the trial and that means they’re probably going to have to sell off parts of their advertising company, or at least massively alter how they operate to end the anti competitive practices.

It used to be that Google made money on every user, even if they left the site, because they served all the ads on every other site as well. Now that they won’t be making money that way, so they don’t want people going to other sites anymore.