There's no guarantee (read the demand partner legal disclaimers, there's specifically NO guarantees) that there's an equitable distribution. There have been analyses to show that the algorithm has short-circuits to benefit Google products, featured here on HN and other places. I don't have them onhand, but it's openly discussed (meaning beyond being taboo):
https://www.cnbc.com/2018/09/21/google-staff-discussed-tweak...