It seemingly can as it actively has ventures in several out of band ventures and is encroaching in all the areas Microsoft already is, while having search/advertising as a massive foundation which MS doesnt have.

And yes, advertising will continue to grow, native/video/mobile are all still growing at double digits and Google is slowly rolling out their products to extract even more value here. The ad industry is going through another revolution and Google, while not innovating, has plenty of growth potential still left.