He makes the distinction later on in the article. "Google is not a search company, they're an advertising company." Google has their display network all across

He makes the distinction later on in the article. "Google is not a search company, they're an advertising company." Google has their display network all across the internet, DDG does not. Retargeting is a popular model for advertising companies, where the retargeting follows you around the internet. Retargeting is much less valuable if you are just a search company.