I don't think the author trash talked search advertising. His point is around the increasing dominance of native advertising. Think about it. How long do you spend inside platforms on a given day? You probably have Facebook or Twitter open on a tab all the time. The odds of you looking at ads on any of those platforms are far more than you would on any of Google's. That isn't to say that one form of advertising is better than the other. It just means that native advertising is growing in prominence and Google doesn't technically have a presence in that space.