The NYT's business model is to sell their customer's eyeballs to advertisers. While Google does that with search results, they have a big arm that sells random third party eyeballs to advertisers, and then splits the money with the site supplying the eyes. I would characterize the first of Google's businesses and the NYT business as "providing content" and the second as "advertising".
In fact, the NYT outsources their ads to Amazon's advertising business.
In fact, the NYT outsources their ads to Amazon's advertising business.