Yahoo and Google will limit targeting.

Yahoo announced the launch of function that allows to disconnection customized search function on the basis of personal user data. All users will be able to disable the system to collect personal information and its use.

This decision is a response to the proceedings initiated by supervisory authorities with regard to issues of privacy and collection of personal information.

Google also will launch similar function in the near future. Moreover, Google will limit targeting by the number of displayed ads for each user. This feature is part of the functions offered by DoubleClick.

According to Search Engine Watch