[shajznnckfke]

Agreed that breaking up a company horizontally into two competing companies creates competition between the two companies. Here we’re talking about breaking up Google vertically into two companies with a supplier-client relationship. The supplier and the client aren’t going to be competing with each other because they are in two different businesses.

[CydeWeys]

It frees up the supplier and client to compete against each other by patronizing other suppliers/clients in the industry. Right now no one else can sell ads on Google Search; after a break up, other competitors would now be able to.

[shajznnckfke]

If I had to guess the outcome, we’d probably see Google Search keep its present market share (splitting Search and ads wouldn’t help Bing Search beat Google Search). Google Ads and Bing Ads would both bid for space on Google and Bing, in addition to other players. Disrupters might be able to take some market share here by having a cheaper cost structure, or Google might dominate because they have the best tech.