It seems like it just creates a lot of inefficiency.
For example, other ad networks can buy ad placement in google search.
There may be some completion in ad networks, most likely racing to the bottom since margins on ad-tech will be razor thin.
This will do nothing but make things worse.
Google being a search monopoly is the only issue. Breaking the ad business away won’t change anything except make things worse for the consumer.
Working out how to make search competitive is the issue.
It seems like it just creates a lot of inefficiency.