[not2b]

We get it, but many think that this is an attempt to appear to decouple the search engine and the Adwords projects. People on both sides of the divide will be partly compensated with stock in the parent company, so everyone's financial incentives will still be to maximize profit for Google plus Alphabet/AdWords. So the "independent" company may still favor Google products.

But I suppose putting AdWords in a separate division might make it easier for antitrust regulators (US, EU or both) to pressure the company into a true spinoff (into a truly independent company).

[deelowe]

Did you read the article? This isn’t about not maximizing alphabets profits. The issue is with how the current add exchange favors Google’s web products despite not all ads being ran on google. This solution moves the ad exchange to its own business entity which would decouple it from .com