GETTING PERSONAL

摘要

We are used to seeing sponsored links, paid for by advertisers, alongside our search results. These are targeted: search engines keep track of the most popular links associated with every search term and display these accordingly. Google can also keep track of your web search history to provide results it thinks you will like. Now Bing has gone one step further by personalising search results based on the likes of your Facebook friends. Eventually, according to Google CEO Eric Schmidt, given your web search history, your location plus a few other details, a search engine will be able to decide for itself what information to give you. You won't even need to type in a query.