For decades, Google and online publishers accepted the trade-off—the mutually beneficial arrangement in which one would create content as the other drives traffic toward it. What was for years the norm, publishers attempted to monetize the audience Google sent their way with advertising and subscriptions. Google, however, maintains that publishers are better off within the existing—albeit changing—ecosystem than they would be outside of it. A 'Strategic Reassessment': How Companies Are ReactingAmid these shifts, some publishers are threatening to sever ties with Google. Google told Newsweek it is also developing features which will enable websites to opt out of having their content appear in, or help inform, its automated result summaries.