In fairness to Google on this (and I cannot believe I just wrote that) it's common practice to be on both sides like this, and even to have some external exchange in the middle that you have a deal with just so you can claim it's obviously fair.
That entire industry is a horrifying shitshow of sociopathy, at the expense of absolutely everyone else, both viewers (supply side) and advertisers (demand side).
On the plus side, it would be nice to make an example of Google and deal a blow to ad tech in general. At this point even putting to sleep the entire google(or any other ad tech company of your choosing) Board is acceptable if it means ad tech shuts down.
That entire industry is a horrifying shitshow of sociopathy, at the expense of absolutely everyone else, both viewers (supply side) and advertisers (demand side).