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> Google’s primary business is search. They monetize search in a couple different ways. The primary revenue model for search is micro auctions to determine ranking of product placement on search results.

You're going to have to explain how product placement in search isn't ads.

I worked at Yahoo! Travel in the before times, so hello from a fellow Travel industry person, I've got a Travelocity gnome in my stuff from work area. :) We had lots of advertising on our pages too, but it was always clearly marked (for some value of clearly); Yahoo! had done some pay for search ranking deals long before I joined, but they were clearly frowned upon by the time I was there; organic results had to be organic, although certainly if an advertiser is pushing a hotel that's going to get traffic which could boost rankings (I don't think Y! Travel included traffic in hotel rankings, but we didn't have a super thorough data pipeline)