Core Insights - Alphabet, Google's parent company, holds a dominant position in the digital advertising market, particularly in programmatic advertising, which automates the ad display process [3][4] - The consolidation of roles within Alphabet creates structural conflicts of interest, leading to reduced diversity in online content [5][7] - The study suggests that fair competition can only be restored by addressing these structural conflicts at their root [7] Group 1: Market Dynamics - Alphabet is the leading provider in the programmatic advertising ecosystem, influencing purchasing and sales decisions while also setting auction rules [4][7] - The company's self-preferencing practices, such as exclusive interfaces and proprietary data streams, hinder competitors' access to advertising space [7][10] Group 2: Recommendations for Structural Changes - The study recommends targeted structural unbundling, suggesting that Alphabet should cease managing advertising budgets for other website operators to eliminate conflicts of interest [9][11] - Specifically, Alphabet would need to divest its Display & Video 360 bidding platform while retaining Google Ads for its own inventory [10][11]