An interesting read on the matter comes from Cory Doctorow (https://www.eff.org/deeplinks/2023/05/save-news-we-must-shat...). The uniform business here is ads. Google controls the supply, the demand and the marketplace, effectively setting whatever price they want and whatever quality of service they want. Smaller business cannot enter the market as competitors, while customers (here the people wanting to put ads on the internet) are chocked out.

Then if you add that Chrome enforces how browser experiences are designed and how tracking is done, you see the problem emerging.