> Weren't those better before ads got involved?

The directories? Ads were part of those pretty early given that they were modeled on real world directories like the Yellow Pages in the first place. Here's a webarchive of yahoo from 1996[1]. Note the big broken banner at the top with the link text "Click here for the Net Radio Promotion". AOL was pretty much always full of ads, and don't forget the old AOL "keyword" searches which were ads by another name.

> Aren't those literally word of mouth?

Sure, and they were pretty lousy at helping you find information, which is why people stopped using them in preference to search engines, even though search engines had ads. Heck one of the selling points of Google originally was that their ads would actually be relevant to you and the things you were searching for.

[1]: https://web.archive.org/web/19961022175643/http://www10.yaho...