[katttrrr]

Theoretically, couldn't they still set different terms per search customer? Thus, still favoring themselves

[elliekelly]

The ad entity wouldn’t be “themselves” to the search entity anymore so there wouldn’t be any incentive to give one random customer a more favorable rate than the rest.

[marcosdumay]

Well, not if the courts say they can't.

Splitting monopolies always come with extra strings attached, and this is a obvious one you can expect to be there.