If you're talking about the ads, I would bear in mind Google's whole business model is basically online advertising. Search is just the vehicle to deliver those ads; I'd say Google is pretty good at throwing things back.
Well, the unique value proposition is their gigantic index, really fast search and a bunch of other things.
I'm not sure about the quality of the results, I just use DuckDuckGo these days, but IMO the unique technical advancements are pretty unique to Google.
If you're talking about the ads, I would bear in mind Google's whole business model is basically online advertising. Search is just the vehicle to deliver those ads; I'd say Google is pretty good at throwing things back.