News.com reports on comments by Eric Schmidt, Google’s CEO:
Personalization has become an ever more important part of search, as a means to deliver more accurate results to users, Schmidt said.
The company is increasingly focusing on personalization as a means to improve its search results, with the acquisition last week of Kaltix, a start-up that builds search tools based on personalization and context.
“The primary mission of Google is to get you what you want, rather than what someone thinks you want,” Schmidt said.
It will be interesting to see how this plays out. Search was given up as a dead business a few years ago. Now, it is one of the hottest sectors of the Internet. There is still plenty of room for innovation. In fact, search has changed little in the past 2-3 years since Google came on the scene. Time for some disruption?