Ok first of all I am not saying that third parties without access to first party data will compete with google's search ad business. I think after removal of I

Ok first of all I am not saying that third parties without access to first party data will compete with google's search ad business. I think after removal of IDFA, smaller ad networks will steal some of big players mobile market share. And mobile advertising will not move to search based advertisement as much as you think. Maybe some revenue will shift there, but I think lose on mobile side will be bigger.