Google will link ads to multiple search queries. A visitor who searches for 'vacation Italy' will be shown ads regarding Tuscany or cheap plane tickets to Italy. If that same visitor typed in 'weather prognosis' in a previous search, Google will assume that there's a connection between 'vacation Italy' and 'weather prognosis'. Then Google will show ads regarding the weather in Italy. Brands are targeting our behavior (behavioral targeting). Currently Google combines current queries with previous ones (in one session); other brands combine our purchasing behavior (cross-selling); soon brands will combine our (earlier) queries with are behavior. And can help us more specifically because of. And thus become more relevant. Google is a good example of this, but this too is only a small step in this development.

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