I really don't care too much about AdSense being perceived as a monopoly, as long as it can't whine to the government to crush it's competition, which is always the real worry about regulating a monopoly
...It doesn't need the government, though. It crushes competition by
existing. A natural monopoly is the result of areas of the economy where competition is
literally not applicable as Libertarians and an-caps think of it, because the utility is directly related to the scale of the product more than being sensitive to innovation.
Amazon is unapproachable by any competition not because it's protected by the government, but because it's absurdly massive and thus readily offers nearly every product in existence. By being big, it
natively becomes a superior product, with sod-all need for innovation.
Google doesn't need to do anything with the
government to secure AdSense's position in the duopoly, it just needs to be on decent terms with Facebook's side and leave competitors out of its search engine. And AdSense simply grew from the requirements of monetizing that search engine.
Do you
really not understand the concept of network effects and natural monopolies? Or do you
not care about companies that can kill virtually any imaginable competitor simply by refusing to acknowledge them? There are, in fact, cases of degenerate monopolistic behavior that
have absolutely zero need for any government involvement.
That's why most of the utilities got semi-nationalized. Because providing electricity and water
natively creates near-insurmountable advantages in scale, even before getting into the abusive bullshit of crushing startups by accepting
local losses payed for with outside profits.
Monopolistic behavior exists entirely independently of government, even if that's it's biggest push
today. Kinda why the regulation that got captured exists in the first place, we've been over this before in the Gilded Age.