The US Department of Justice recommends that Google break up its advertising business, but the company argues in the filing that this isn’t ideal because it would “only accelerate” the decline of the open web, “harming publishers who currently rely on open-web display advertising revenue.”
Sounds like Google is making threats.
Advertisers and advertisement companies don't keep the web open - it's a business decision to restrict access, and many websites (such as online news sources) have already long moved to restrict access en-masse.
FWIW, I would happily donate to more services to keep their lights on - as long as they provide a good service, treat their users well, and keep user data private.