I may have read a repost of an old article as this appears to have happened way back in 2019, however:

System1 is an American Internet advertising company.[1] Formerly known as OpenMail, it was founded in 2013.[2][3][4] It describes itself as operating a “Responsive Acquisition Marketing Platform”, and cites privacy as one of its principal foci, although it has been criticized for its influence on privacy-focused properties, including search engine Startpage.com.[5][6] It is headquartered in Marina del Rey, California.

https://en.wikipedia.org/wiki/System1