Something I would like to add to my original point, and why I think this is "anti trust". During the last 10 years there has been a proactive move to remove con

Something I would like to add to my original point, and why I think this is "anti trust". During the last 10 years there has been a proactive move to remove controls and visibility from advertisers, moving towards a black box algorithm. At the same time Google have a (near) monopoly on search advertising. The supposed "auction" between advertisers is closed book and controlled by secret algorithms. Google are the ultimate beneficiary of the auction, but don't show how it operates, what the other bids were, and how they reached a value for the placement. On top of that as the advertiser you have been forced to give Google your full revenue numbers in order to play this game. In my opinion Google needs breaking up, they should not be able to operate as both the marketplace/exchange and the vendor when they have a monopolistic position. The advertising marketplace/exchange should also be regulated in the same way as financial exchanges.