That article made no sense really.
First the guy slags about how google search and google ads are the end of the world, but then turns around and complains about how 'irrelevant' the google ads are while he is reading news. I do not understand what kind of marketing opportunity he expects to find when reading an article about a serial killer (handcuffs, duct tape, chainsaws, guns?). He must think there is some person who works for google who reads that article and selects ads based upon its information otherwise the code for those ads would be fairly complex in order to match perfectly every time. Besides, why does he care so much? Does he even use them?
He's just a h8er cause his friends won't invite him to gmail.