as opposed to a top of the barrel advertising company like Google
That barrel rotted away a long time ago and all we're left with is a head -- the top is the bottom.
There is significant differences in advertising. The things at the bottom of the barrel in advertising are often literally malware.
Or a top of the barrel choice like just using one of the many non-profit FOSS apps that are also UIs over OpenStreetMap instead of one of the scam commercial ad-wrappers.