"Advertisers have also been looking for Google to leverage its dominance in data into a full-feature behavioral-targeting ad offering. Google announced what it calls "interest-based targeting" last week, but Mr.[Michael] Hayes [of IPG] said, "given the breadth of their data, we haven't seen it yet." " Ad Age article (by Abbey Klaassen and Michael Learmonth)
And I hope we never do.
Here's a serviceable description of Google's new initiative. They've made more than a passing effort to put control in the hands of the viewer. If you like ads, you can manage preferences so you don't see the wrong categories. If you don't like the idea of having your search patterns trigger what people try to sell you, you can delete the cookie.