MinistryOfTruth - 7:32 am on Apr 30, 2007 (gmt 0)

I really think this is the behavioral targeting from Matt's blog post. Google guesses at your interests instead of targeting adsense based on page content. But this probably only happens when you're more likely to click on those behaviorally targeted ads rather than on content targeted ads.

So...higher average CTR, and more money for Google.

I think personalization will continue to grow, becoming a major Google technological advantage until the other search engines catch up. Google news and search results will probably become increasingly dynamic as the Google engineers factor behavioral targeting into all their products.