I thought the points made by the author are valid. The reason why Adwords work so well is because the ads match our intention at exactly the right time.

If I'm planning a trip to Barcelona next week, a Barcelona hotel ad would appeal to me now but not last month. Timing matters.

Just because Facebook knows a lot about me does not mean their ads appeal to me. If I like Japanese food, do I need to be bombarded by Japanese food ads every day?

Google's ads, on the other hand, will only show the Japanese food ads, when I am explicitly looking for Japanese food.