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"the search engine is now also a data controller because it is providing access to the IP address to the third party in return for payment"

I'm not certain that technically that is how it happens every time (perhaps never). When I click on a google ad, the link is to a google server, it will record the click and may store the IP the request was sent from, but then redirects the browser to the right website. The way the HTTP works, the receiving server knows where the redirection was from and can also gather my IP (as if it couldn't, it could not send you the web page). So to say the search engine provides access to the IP address is not correct.

You are also mixing up targeted ads, done using a logged in session (google for instance), and/or cookies and/or history, with ads based only on the search terms. The latter is akin to buying a magazine on a subject and seeing adverts in that mag relating to that subject.

If you don't want targeted ads, disallow cookies and do not use those sites that insist on it (Facebook et al). If you do not want ads in the results from a search engine, don’t use the search engine – you do not have an absolute right to use it on your terms, it is a service provided to you.

The IP address in your web server logs for this post will be a proxy gateway IP address and no one except this organisation could work out which computer it was posted from and who was logged on at the time.

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