he's using google chrome
That answers how it happens. My guess is that he googled things relating to submarines or his browsing behavior regarding that game caused him to be grouped as potentially interested in submarines. If you are using chrome everything you do will be collected and used for marketing. No amount of extensions will save that since the browser itself is spying. If you want to minimize this happening you have to switch browser (brave is the closest to chrome) and stop using google for search.
Are you fucking kidding me?! What do they even gain from that?