It would mean the search company would be different than the ad company. They could still work together but it would probably result in lawsuits (by shareholder

It would mean the search company would be different than the ad company. They could still work together but it would probably result in lawsuits (by shareholder claiming they're not looking after their interests by not looking to higher profiting contracts) if google search didn't do due diligence in offering up the ad space to auction by other companies. Worst outcome would be that your search history would be up for sale to multiple companies unless an exclusivity deal was financially more reasonable (or the backlash could be argued to make the sale unprofitable in other ways). It would also be interesting to see how other parts of the company are split up and whether their sole source of revenue would be charging for previously free services to customers or out right selling user data to the Google Ad division or whatever company will pay the most. Meanwhile Google Ad would have to be doing it's due diligence in buying this data. Does it make sense to pay for redundant data when someone runs google ads, analytics, recaptchas, and apis, does that mean the slow death of one. Meanwhile google cloud might be making bank charging all the little googlets as they slowly transition to azure or aws. Definitely be a huge shakeup though it's reasonable that transition plans and deals would significantly slow this down to a longer time scale rather than over night.