They haven't given up, they are staying exactly where they need to be. All the mainstream search engines' priority is to maximize ad clicks/impressions (or col

They haven't given up, they are staying exactly where they need to be. All the mainstream search engines' priority is to maximize ad clicks/impressions (or collect data to target future impressions), either directly on their own property, or indirectly when linking to websites that embed their ads. There's no reason why they can't detect ads or analytics and use that as a negative ranking factor (so that all other factors being equal, a non-ad-infested result would rank higher than the ad-infested one), but this would go contrary to their business model.