While it may seem that every ad network and their mother is jumping into behavioral targeting, Google’s taking a different approach. Concerned that behavioral targeting might upset the AdWords cash cow applecart, Susan Wojcicki, Google’s vice president of product management for advertising, explained to Reuters why the company is testing session-based targeting, not profile-based.

“We believe that task-based information at the time (of a user’s search) is the most relevant information to what they are looking at,” she said. “We always want to be very careful about what information would or would not be used.”

Behavioral targeting has always concerned me. No, I’m not a privacy-pansy, but I do worry that a search engine would assume too much about my current search. Just because I spent all last week researching North Carolina’s hurricane season, doesn’t mean that I now want a weather forecast when I really want info on my favorite hockey team’s upcoming opponent.

Ever since SMX, it seemed inevitable that Google would drop the Supplemental Index moniker – Matt Cutts hinted that the tag should go away.

Today we learn that Google is indeed dropping the “Supplemental Results” tag from those search results that don’t quite have enough juice to make the main Google index. The reason is that Google’s supplemental index is a lot more efficient than it used to be and Google feels that it’s almost as good as the main index.

The distinction between the main and the supplemental index is therefore continuing to narrow. Given all the progress that we’ve been able to make so far, and thinking ahead to future improvements, we’ve decided to stop labeling these URLs as “Supplemental Results.”

But, did the Supplemental Index go away? Nope!