martinibuster - 7:28 am on Jun 1, 2010 (gmt 0)

If it starts to feel like "stalk the user"...

My wife noticed IBAs and remarked that it was "creepy" how ads reflected her recent search activities, searches that were unrelated to shopping.

Captaffy's experience underlines a shortcoming in IBAs, Google's inability to properly classify search activity that is shopping related and search activity that is not. Google may need to improve IBAs by classifying search activities better.