Well, my take on it all is that what Google is doing is actually a good thing. We want better search results and Google continually tweaks its search algorithm to give us the best search results. The integrated approach Google is taking with it’s various products mean that it’s possible for our search results to be even further personalized. And so what if adverts more closely match my interests … just don’t click the adverts if you don’t want to.
Anyhow, if you’re really concerned about not being tracked and want a good and secure Search Engine then try DuckDuckGo.