[ailideex]

Is that not what google's ad business does already? Not sure where the difference is actually. Basically the request seems to be:

Pre Split:

  - Company A
    - provides: search
    - sells: ad space

Post Split:

  - Company A
    - provides: search
    - sells: ad space
  - Company B
    - (re-)sells: ad space

Seems like this solves nothing and can be repeated ad infinitum. There are many companies which already does what Company B does - what exactly will this fix?

[iainmerrick]

Here’s a question that may clarify: who runs the ad auction?

If post-split that’s company B, I’d argue that is a genuinely new structure with some different properties.

Company A would still have an ads team to manage the integration, but they would explicitly outsource ad selection to (potentially) multiple partner companies.