The future of search is headed down a path that will make searching for content much easier for the end user, but will personal information be used to do so? The answer to this question is yes. Search engines could start using behavioral targeting to determine the search results they serve up, but are they violating your privacy by doing so? This is a topic where users are split. Some feel it is definitely an invasion of their privacy and don’t want search results based on their Internet behavior. On the other hand, some users feel it would be beneficial to serve relevant ads and search results based upon their interests.