I like DDG, but claiming that their ads are based only on keywords is just not true. They are at least also based on location. I just tried "dishwasher" and it brings up ads in French from local stores. But this is natural, because without the location most ads would probably be meaningless.
The question is then, how far can you go by using the information available only in the user's HTTP request? Can you use the user's OS and device information? Where is the line exactly that DDG doesn't want to cross?
Edit: I just realized that the answer is probably: yes DDG can use all available information to improve targeting, but it won't store it.
When you use it for ads, but don't store it, how do you prove to your advertisers that you are keeping their contracts and showing the ads to the right target group?
The question is then, how far can you go by using the information available only in the user's HTTP request? Can you use the user's OS and device information? Where is the line exactly that DDG doesn't want to cross?
Edit: I just realized that the answer is probably: yes DDG can use all available information to improve targeting, but it won't store it.