Google’s Ad business needs to be separated from search. Search should become like any other SaaS company, providing an API to its results and charging companies

Google’s Ad business needs to be separated from search. Search should become like any other SaaS company, providing an API to its results and charging companies who want to run ads on top of the results. Those companies would compete among themselves, offering choice and value. They could also in theory choose another search API, providing pressure on old Google to improve and focus on its search results, divorced of any conflicting pressures from trying to operate both businesses.