By Barry Schwartz

Saul Hansell from the New York Times reported on an interesting discover that uncovered that Google may look at more than just your previous query to tailor the ads you see on the search page. Now, Google may look back several past queries to tailor your search ads. Yes, this is a major difference - let me explain how.

Obtaining the previous query of a searcher is technically different then obtaining a query conducted five searches ago. Obtaining the latest query does not require cookies to be assigned and tracked for that search. But to track a query from five searches ago, you will need to assign a cookie to that searcher and track his queries. Then Google can use that ‘cookied’ data to tailor the ads from a query done several searches ago.

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SearchEngineLand reports that Yahoo is testing out a new purple logo. The new logo, as shown in the picture from TechCrunch, shows Yahoo changed the font to a more curvy look and went from red to a purple color.

Danny and Barry Schwartz wonder if the new logo, if it happens, might be part of Yahoo trying to assert its independence by showing Yahoo purple. It is official that Yahoo is no longer in talks with Microsoft and there are rumors that Google and Yahoo will be announcing a search partnership in about 20 minutes.

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