As Google continues to dominate web searching, the internet powerhouse is being careful not to overstep its boundaries when it comes to online advertising. Google Vice President Susan Wojcicki said Tuesday that while the company is working to give advertisers a better way of targeting products to Google users, they are staying away from keeping long-term information on search activity.

Google's current offering that links search terms to advertisements is projected to earn the company more than $16 billion this year. But rather than inviting potential privacy issues by expanding into behavioral targeting, which would track a user's web searches and other activities over an extended time period, Google has been testing a new system that attempts to link the user's current search term with the previous inquiry made during that session. Assuming that the two searches are related, the new feature would ideally provide the user with more relevant and useful advertisements. "What we are very careful about is traditional behavioral targeting," Wojcicki explained. "Nothing is stored, nothing is remembered. It all happens within that session."--Kevin Manahan