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.