The idea of personalization isn’t new; it’s a concept that’s been around for years and has been attracting much attention recently. Personalized search is a promising way to improve the accuracy of web search; however, it often raises serious user concerns.
One of the major deficiencies is that the search is temporal. As such, critics point out that, just because people search for something doesn’t mean that they are genuinely interested in it. That said, the question is: How long will it take before the search engine stops displaying results based on something we user’s were only temporarily interested in. With no clear answer, this is one of the first obstacles that must be overcome for this search to work.
Since Google’s proposed purchase of DoubleClick for $3.1 billion back in April, it seems as though the internet world has been waiting to see how congress would react to the purchase. Congress has finally shown its first reaction. Congress claims they plan to analyze Google’s proposed acquisition of DoubleClick to determine the potential impacts on consumer privacy and competition in the online advertising business.