What makes this any more personalized than Google Search ads?

This is working a lot like Meta/Facebook where they have got immense data about your interests.

Google Search OTOH has been using broad matched queries and is deciding which keywords to show your Ads.

I heard from many people that they don't like this approach of Google Search Ads now. As they are blowing up more money for useless keywords they didn't want to target. The only option they have is to add negative keywords - that mostly happens after the money is spent on junk keywords.