Google TV's advertising strategy is facing challenges. According to The Verge, Google, despite its massive advertising revenue, is struggling to effectively sell ads on its own smart TV platform. The core issue revolves around Google's requirement for publishers to share a percentage of their ad inventory to be featured on Google TV. This practice, common among smart TV platforms like Roku and Vizio, generates revenue for the platform operators. However, Google's approach appears to be underperforming, leading to uncertainty about the future direction of Google TV's ad sales model.