No, it is not easy to compete with Google on ad sales. It's much harder because of how much behavioral data Google hordes. If Google were to sell its behavior

No, it is not easy to compete with Google on ad sales. It's much harder because of how much behavioral data Google hordes. If Google were to sell its behavioral user data to anyone, at a fair price, that would increase competition. If Google were to allow anyone to bid on the search page, that would increase competition. If Google stopped acquiring competitors with any sign of life, that would increase competition. If Google sold their pricing and bid matching algorithmic advances that would increase competition.