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incognito: with the identity disguised or hidden

Google doesn't know who you are, so results are not as relevant.

But still the ad is not even remotely related to jquery image hover effects.

Don't advertisers pay Google to deliver ads to people who are looking for relevant info ?

They tell Google which keywords the want their ads to show up for and related keywords. While it may seem completely irrelevant, someone might be bidding on random keywords that triggered the ad.

Oh. I guess Google does not monitor if people are bidding for keywords relevant to their business.

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