As Yahoo and Microsoft roll out more sophisticated search-advertising services that combine keyword-tracking and user-registration information and other collected data to offer advertisers more accurate targeting of well-defined demographic segments, they are likely to confront resistance from consumer privacy advocates, according to an Ad:Tech panel, reports AdAge.

Though some speakers stressed that consumers understand the give-and-take relationship with marketers, others pointed out that consumers may wish to have access to the data regarding them and be able to edit it.

Another concern is that under the Patriot Act database companies must hand over to the government a consumer's personally identifiable information without notifying the consumer.