I don't think he meant that other companies are bad at getting clicks. I think he meant his company relies on search engine driven ads. Google has a monopoly on the search engine. There are many companies that need to rely on search engine traffic, not social media, for online advertising.

Keep in mind that search engine traffic is enormous, and can fairly be called a "trade" or "commodity/service" that can be monopolized in it's own right.

I don't think anybody is saying that google has a monopoly on all advertising.

But I don't think this tracks unless you treat search as something special. If I own a billboard then I have a monopoly on that billboard. Presumably I built/bought that billboard because I knew that the ad space would be valuable and that companies would need to pay me for it.

Google owns extremely valuable ad space but that to me doesn't make a monopoly just because Bing or Facebook's ad space isn't as good for certain companies.

And if only one company owned all the billboards in the world, that would be a monopoly too.

Monopolies are traditionally assessed in terms of product categories, not entire industries. Nobody ever said "standard oil isn't a monopoly, because you can also buy coal fuel"

And practically any company can build as many billboards as they want. Online ads aren't restricted by physical space. Google just happens to own most web traffic because they're really good at search.

Maybe a better analogy is Google owns the biggest road system (search) and all land beside it for billboards (ads). Very few people use other road systems.

Now, one might say "But users can choose other search engines." But users are the resource, not the customers. Right now, Google controls most of these resources. And the very nature of search means they're not sharing access with competitors.

> And if only one company owned all the billboards in the world, that would be a monopoly too.

You mean clearchannel? (Now iHeartRadio)

It makes sense to treat search as something special; when people are looking for a service, they search for it. They won't see ads for that service on, e.g. social media because social media won't know they want that service.

Google search ranking is critical and Alphabet knows it.

If I google search for "koop ebike" and you're not on the first page you might as well close your shop.

They do have exclusive access and control over the source of data that bring you that effectiveness though. I'm not saying anyone else should have access to Google data, but the fact that this is what make it effective and that essentially no one else can reproduce it, that kind of make it a monopoly.

At a point when the cost of entry is too high and it's not humanly possible to beat it, isn't it essentially impossible to compete, thus make it a monopoly?

> They do have exclusive access and control over the source of data that bring you that effectiveness though

And what data would that be? All search engines crawl the same web.

What data? We are talking about ads. It's not the crawling data which help in targeting, it's what people click on, it's what people read, it's what people do.

Being the search engine, if I search Asus computer, do you think it's the fact that there's Asus computer in the crawled content that will be used for targeting, or the fact that I searched Asus computer? When I click on the first link that say "Asus computer for cheap", do you think it's the existence of the page "Asus computer for cheap" that will help in targeting my ads, or the fact that I clicked on a page where it's about the value of Asus computers?

What matter isn't the content, it's knowing what each individual click and read. That data come from Google Analytic and Google Ads.

Why do you think Android exist? Why do you think Google Chrome exist, why do you think 8.8.8.8 exist. You are really mistaken if you believe they are for the good of customer (even though it's true they do bring some good), they are there to get that data and be the one that exclusively get that data.

If you want to compete with them, you'll need to beat Android, beat Chrome, beat their search engine, beat EVERYTHING that make Google what they are. Not saying it's not possible, but the cost of it make it nearly impossible.

You realize that search engine itself drives massive traffic right? Even with the dumbest adds, that is billions of eyeballs concentrated on one page multiple times a day. That already makes a very steep barrier of entry.

> You are really mistaken if you believe they are for the good of customer

You are responding to a bunch of strawman arguments I never made. All those data you mention is plausibly increasing their targeting and revenue, but claiming that it is the biggest differentiating factor is a stretch and I don't think is likely. Facebook has more ground truth demographic data that Google has to infer or outsource for their billions of users, yet they weren't able to dominate competition solely on that basis.

> If you want to compete with them, you'll need to beat Android, beat Chrome, beat their search engine, beat EVERYTHING that make Google what they are. Not saying it's not possible, but the cost of it make it nearly impossible.

No, if you want to compete with them, you just need to have a damn good product that billions of people use multiple times a day. Turns out search engines are a pretty good fit for that. You can have a platform that can profile users to their genes, you still need raw the engagement numbers to make money out of it. At the end of the day it is accumulation of commissions for bits and bobs sold over internet ads.

> No, if you want to compete with them, you just need to have a damn good product that billions of people use multiple times a day.

* using billions of people clicks to infer what the best results for every single search query

If crawling was enough, we wouldn't be all here arguing that Google is too big. It's not the tentative that are missing.