Google has quietly admitted defeat in selling advertising for its smart TV platform, returning ad inventory to publishers and accepting a revenue share instead of controlling ad spots directly, according to The Verge. The policy reversal comes as Google spends hundreds of millions of dollars annually on Google TV without breaking even, while Amazon outspends the company on retail incentives that have already pushed Google TV sets out of Costco stores in favor of Fire TV models. Amazon pays up to $50 per activated television to retailers and manufacturers, The Verge reported. Google TV has grown to 270 million monthly active devices worldwide since unifying Android TV and Chromecast under a single brand in 2020, but many devices operate in overseas markets that generate little revenue or run customized versions controlled by pay-TV operators. YouTube's success in the living room -- generating $9.8 billion in quarterly ad revenue and accounting for 12.5% of all US television viewing -- has reduced internal support for Google TV, with sales teams prioritizing the video platform and some YouTube executives arguing the smart TV budget should be redirected, the report adds.Read more of this story at Slashdot.