> How breaking up #Google could lower your online shopping bill
More competitors would enter the market, leading to lower #ad prices due to competitive pressure. This could reduce the "#GoogleTax" on #ads, potentially lowering costs for #advertisers. Without a monopoly, publishers and #advertisers might pay lower fees to use ad services, as no single entity would dominate and dictate high prices.
https://arstechnica.com/tech-policy/2024/09/breaking-up-google-could-make-online-ads-less-terrible/

