Susan Wojcicki, senior vice president of advertising at Google, came up with the search titan's cash cow, AdWords and her other products brought in 96 percent of Google's revenue last year.
"That's how real-world information works, right?" she said at Morgan Stanley's Technology, Media and Telecom Conference Tuesday. "It works based on information that I have gotten from my friends. It matters who has recommended a specific book to me. It matters who has actually cited specific articles. The more we can make it personalized, the more we think something like the search experience will be more useful to you."