Susan Wojcicki, Google vice president of product management for advertising, said on Tuesday Google was shying away from the industry race to deliver tools for advertisers that stitch together a user's various online actions into one profile.

The world's Web search leader has built its business around ads tied to words typed into its search box, which are expected to earn it upward of $16 billion in revenue this year.

In seeking patterns, Google's plans involve tracking the various words typed in a given search session, as opposed to building a deeper user profile over time. The latter is known broadly as behavioral targeting, which has long been seen by many as the Holy Grail of the online ad business, but inevitably raises issues about personal privacy.

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