I've seen small to medium sized entrants to the market, who might operate on a more shoestring budget, who were basically wrecked by things like this.
QT: https://qoto.org/@olives/112949593400192201
Someone who doesn't believe that Google Search is a monopoly thinking that the ad cartel doesn't have anti-trust issues doesn't surprise me.
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One of the tricks in a monopolist's box is to cast themselves as "legitimate" and their competitors as "illegitimate". They make the "standards". They create the boxes to check. They like "associations".
Also noting that even an "unintentional" act which leads to these outcomes can be troublesome.