If web search personalization is done really well, then it could have a very bad effect on paid advertising.
After all, if potential customers are likely to see your product via personalization, why bother with paid advertising?
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Actually, it's not the case. personalization shoould help google to identify potential customers, hence increase click-through-rate.
It's rare that product pages come up in natural search page, unless they pay lots of money for SEO.
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