Search engines are building more extensive personal profiles to help customers be more effective online. However, this is drawing more concern about how this data can be used in the future, and how expose and individual will be. Will search engines enhance the profile with outside data?  If so who owns the data? Will the user have any control?  

“Fears have been stoked by the potential for Google to build up a detailed picture of someone’s behaviour by combining its records of web searches with the information from DoubleClick’s “cookies”, the software it places on users’ machines to track which sites they visit.”

Source: Financial Times