Yes, there is a difference, but if the ads have beacons or other talk-to-the-mothership tech, they might as well have sold your data.
For quite some time, there were three obvious levels of evil/exploitation in tech:
Apple - we know things about you, but since we don't sell ads we are not obviously exploiting that data. We get our $$ from hardware and services.
Google - we know things about you, we target ads on that basis, this is why our services are free.
Meta - we know things about you, and we will sell access to your feed (ads, promotion of postings, etc...) any way we can.
For Apple, paid placement in search is a step towards Google.