People would rightly scream if NYSE was owned and operated by a cabal, playing both sides of every transaction.
One pillar of open markets is clear division of responsibilities. To prevent this kind of market manipulation.
No conflicts of interest. No competing with your own customers. No hiding important economic (market) activity.
I would make a slightly smaller claim. Google Search should still be able to operate adwords, but they shouldn't simultaneously be able to operate the marketplace.
Similarly, I don't think Amazon ought to be able to operate a marketplace as well as selling Amazon branded goods.
There is a long precedence for that though. Companies like Walmart and countless other retailers have been doing that for decades.
That said I would mind it being outlawed.
Is it fair to ask some other ad exchanges to run ads on NYTimes or CNN, Fox news?
I don't see your point. There are millions of ads currently sold on existing exchanges by third parties, why are you claiming it can't scale?
> Is it fair to ask some other ad exchanges to run ads on NYTimes or CNN, Fox news?
I don't understand your point. None of those news organizations operate an ads exchange.
How do we make it happen?