Definitely makes sense to force them to split between buy and sell side of the ad market. Ad exchange definitely is one aspect of that, but I get the impression

Definitely makes sense to force them to split between buy and sell side of the ad market. Ad exchange definitely is one aspect of that, but I get the impression there's a lot more than that in terms of "playing both sides." The lines have become very blurry. It's been over a decade since I worked in ads, though, so I'm no expert. I did spend a short period of time on the Google AdX team after they bought the company I worked at (AdMeld) and sunk it. Itself a whole topic of anti-trust discussion.