Since I do reporting on advertising, I have a pretty good idea of how Google figures out what ads they should show you based on the words and topics you chat, email, and search. I've always thought of it as cool that something can be that personalized but never really took it pass that.

Then today a college friend was telling me about the ads that she saw after an email chain between 5 friends trying to figure out where to go to dinner. She said she saw ads for apartments and bars in Washington because we have a friend with "Arlington" in her email signature and the word "apartment" and "moving" came up a few times. "Google thinks we drink a lot and want to move to Arlington," she said. Her next one was about small business marketing, her profession. "Makes more sense."

This got me thinking: What does my Google ads say about me?

Google looks to see what you're doing online and then sends you things it thinks you'll be interested in based on your most recent past (and personally I believe that the best way to evaluate people is by their most recent past.) It's like a mirror of yourself based on your online activities. A distorted mirror, but one all the same.

Mine Gmail sponsored links for today:

• "Laugh, Don't Be Stressed - WorkingLunch.msn.com - Get Rid of Job Stress With Laughter & Watch New Office Comedy Skits"
• "Spring Fashion Trends - www.nordstrom.com/FashionWeek - NY Fashion Week videos & blogs. Be first to see Fall 2009 styles!"

What does the Google "mirror" say?: I'm stressed and I want to go shopping...sounds about right.

What do your Google ads say?