This already occurs in the third-party controlled "virtual reality" of Google search ads, where you can bid on a competitor's brand name. As this article indica

This already occurs in the third-party controlled "virtual reality" of Google search ads, where you can bid on a competitor's brand name. As this article indicates, there are drawbacks that keep this practice rare if the ad network operator is thoughtful in building a fair market: http://www.wordstream.com/blog/ws/2015/06/12/bidding-on-competitor-brands http://www.wordstream.com/blog/ws/2015/06/12/bidding-on-comp...