The New York Times reports that new search engine technology is enabling marketers to trace the paths users take online in an effort to show them advertisements that directly represent their interests and life events. Yahoo has recently introduced a system that uses complex models that analyze records of what its 500 million users do on its site, and then use this information to tailor their web experience. For example, if a user searches for a wedding cake, that user will be tagged as future bride or groom, and advertisements will reflect this information. This marketing technology implemented by Yahoo and some other web companies has recently raised privacy concerns in the wake of AOL recently releasing search data. This information is considered to be “anonymous.” However, AOL’s recent release has given more attention to these issues. However, Usama Fayyad, chief data officer for Yahoo, believes that his company is “much more conservative than we need to be” in regards to using information about site users and search patterns…