> the world has far too many Google equivalents

No it doesn't. As explained by the parent, Google is in a unique position w.r.t to the publishers, the sellers and the bidders.

There's a ton of very talented adtech companies out there, but they only get to play an unfair game.

I worked at Google on Adtech. I can tell you everybody knew it was an unfair game and illegal.

Lots of unrecorded meetings and “no notes taken” sessions