>> if google knows i'm searching for a hybrid vehicle it's going to serve up now ads for hybrid vehicles or vehicles like that. why would it serve up an ad for a big gas guzzling pickup when i'm not in the market for that. >> reporter: some say by gathering the information google is building a profile about with you and some of that information, including the results of medical searches on the web may be sensitive. >> with the internet you can taylor it much more clearly and precisely, and so, you know, it has its up side. the downside is a lot of the consumers don't know what is being collected and when it's collected, and i think they should know. >> reporter: in this 12-page letter that was sent to eight lawmakers on the hill this week google said that the data is secure, the data is not being sold, and that there are privacy tools online to opt out. lawmakers make the point that most consumers don't know how to opt out of all of these options and to use their computers to do
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