In the context of DuckDuckGo Ads, what is the primary factor determining ad relevance?

The primary factor determining ad relevance in the context of DuckDuckGo Ads is the context of the search query itself. DuckDuckGo focuses on 'contextual advertising', which means ads are chosen based on the keywords used in the search and the immediate topic of the search results page, not on a user's past browsing history or personal data. For example, if someone searches for 'best hiking boots', ads for hiking boot retailers or outdoor gear will be shown because they are directly related to the search terms used at that moment. DuckDuckGo does not use behavioral targeting or user profiling to determine ad relevance.