I would love to see ads on the search platform which is supposed to be used only for searching something you usually end up buying. I have a clear intention there and I am looking for something. Otherwise, I don't want to see ads.

But that will likely never happen. For it to work you would need to track behavior based on other sources than that site. And it does not make people buy something that they actually don't need.

They're also 1st party and come with whatever bias the company wants to inject (less useful if you prefer searching through 3rd parties)