That's not how patents work.
The only thing that matters with patents, in the end, are the claims. That's it, end of story. So, let's look at the claims. Actually, there's only one claim, which makes this easy.
We claim:
1. A method of searching for desired information within a data network, comprising the steps of:
receiving, from a user, a search request including a search argument corresponding to the desired information;
searching, based upon the received search argument and user profile data, a database of information to generate a search result; and
providing the search results to the user
wherein searching the database includes correlating, as a function of a fuzzy logic algorithm, the received search argument and user profile data to particular information in the database, and providing the particular information as the search results.
Simplifying a bit...
We claim a method for searching for information.
Step 1) Get request from user
Step 2) Search a database using a fuzzy algorithm and user profile
Step 3) Give information to the user
Notice there's not a word about advertisements anywhere in that. The patent talks about ads in the various descriptions, but there's not even a dependent claim relating to ads. Displaying ads is just a use case, not the invention itself.
Step 1 and 3 are quite obvious. So the real "invention" here is applying fuzzy algorithms to search.
For prior art, I hereby present the BackRub search engine, March 1996 (about a year before the patent filing date). That's right ... Google is the prior art for this patent. And I'm sure there's others.