Google can sell search ads on an ad exchange that they don't operate. They shouldn't be able to simultaneously operate a major seller and the exchange.
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.