a tool of "AskEraser" which essentially takes away personal information when requested. Some changes made to internet search engines included that of Google's search engine. Beginning in 2009, Google began to run a new system where the Google search became personalized. The item that is searched and the results that are shown remembers previous information that pertains to the individual. Google search engine not only seeks what is searched but also strives to allow the user to feel like the search engine recognizes their interests. This is achieved by using online advertising. A system that Google uses to filter advertisements and search results that might interest the user is by having a ranking system that tests relevancy that includes observation of the behavior users exude while searching on Google. Another function of search engines is the predictability of location. Search engines are able to predict where one's location is currently by locating IP Addresses and geographical locations. Google had publicly stated on January 24, 2012, that its privacy policy will once again be altered. This new policy would change the following for its users: (1) the privacy policy would become shorter and easier to comprehend and (2) the information that users provide would be used in more ways than it is presently being used. The goal of Google is to make users’ experiences better than they currently are. This new privacy policy is planned to come into effect on March 1, 2012. Peter Fleischer, the Global Privacy Counselor for Google, has explained that if a person is logged into his/her Google account, and only if he/she is logged in, information will be gathered from multiple Google services in which he/she has used in order to be more accommodating. Google's new privacy policy will combine all data used on Google's search engines (i.e., YouTube and Gmail) in order to work along the lines of a person's interests. A person, in effect, will be able to find what he/she wants at a more efficient rate because all searched information during times of login will help to narrow down new search results. Google's privacy policy explains what information they collect and why they collect it, how they use the information, and how to access and update information. Google will collect information to better service its users such as their language, which ads they find useful or people that are important to them online.