"Fans will swipe electronic tickets stored on cell phones. Bleacher bums will view instant replays at their seats with laptop computers. And digital advertising displays will be able to switch images based on the buying habits of the people walking by through data embedded in their cell phones."
"Personalized Search is part of Google's ongoing effort to make your search experience more relevant to you. Using Personalized Search, you can:·
Get the results most relevant to you, based on what you've searched for in the past·
View and manage your past searches, including the webpages, images, news headlines and Froogle results you've clicked on·
Create bookmarks you can access from any computerPersonalized Search orders your search results based on your past searches, as well as the search results and news headlines you've clicked on. You can view all these items in your Search History and remove any items you'd like.
Early on, you may not notice a huge impact on your search results, but as you build up your search history, your personalized search results will continue to improve." (Google Help Center)