DDG allows you to turn off ads.

Genuinely wonder what would happen if all users did this?

Use a meta-search engine like SearXNG [1] and you're searching not only ad-free but also - if you choose your sources right - mostly bias-free as far as that is possible. You'll get the results Google filters out but others show, those which Kagi doesn't want you to see but others show, those which those others don't want you to see but Google or Kagi or fill_in_the_blanks show.

[1] https://github.com/searxng/searxng

Yes, searxng is great! I just stopped using it lately because i constantly have to fight against the bot detection :(

regardless of whether the ads are "working" (what does that even mean?), they're additional cognitive load; things my eyes see and add to the overall din that the web has fallen to. I use adblock, but even then, the search results on supposed privacy respecting search engines might be influenced by sponsors for the simple reason that the incentives are not aligned.

The fact that I pay for search or email (proton) is not a proof that the companies are not doing something in secret, but it is somewhat necessary in the trust calculus that I am paying for a specific service to end up getting that service (that is to say, ad free, and not intentionally biased search results).

>if you think ads don’t work on you, you’re just not aware enough.

No need to cast shade on others who aren't like you.

I'm informing of psychological facts, in the hope that you realize that you are not a platonic unity always in absolute control of your perceptions, beliefs, and tendencies.

There is always the possibility where we have people that ads have not affected them in at least two cases, thereby obviating the call to "realize that you are not a platonic unity always in absolute control of your perceptions, beliefs, and tendencies".