Re: "Different kind of ads" - are you sure?
Believe me, working in digital marketing (Before you get your pitchforks out, this is mostly paid search and Google Shopping), I am painfully aware how Google works. Yes, All of DoubleClick is owned by Google but only part of DoubleClick is relevant to display ads. It's also a bid management platform for all the other types of ad that Google show.
My original post was intended to highlight that while, yes, overall, Google is the biggest marketing platform out there, it doesn't have the unquestionable dominance that it does in Search and would be much less affected proportionally than pure display providers.