Isn't this the place where microsoft can both innovate and hurt google ? Some ad replacement technology that replaces unusefull or distractring ads , with more

Isn't this the place where microsoft can both innovate and hurt google ? Some ad replacement technology that replaces unusefull or distractring ads , with more usefull ads , and probably in less quantity. There biggest advantage over google here is that they don't depend on advertising money , so they can select add experience that is best for their users.