Websites can allot spaces for these suggested ads. Think of it as a blank billboard on their website.
Companies then pay websites to put up their advertisements on these billboards. The advertisement varies – some ads pop up because you searched for a thing. Other ads are there because it is related to the website (see: porn ads in porn websites)
Thought experiment: have you searched for a product on Amazon or Google, then perhaps see a coupon or discount for a similar or exact product a few hours later?
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