One of the search engine options in Safari on a Mac is the increasingly popular DuckDuckGo. Company CEO Gabriel Weinberg:
It is a myth that you need to track people to make money in Web search. Most of the money is still made without tracking people by showing you ads based on your keyword, i.e. type in car and get a car ad.
These ads are lucrative because people have buying intent. All that tracking is for the rest of the Internet without this search intent, and that’s why you’re tracked across the Internet with those same ads.
There’s a reason why Google has become wildly profitable.