Google's Secret Weapon

Instead, Leeds says Ask is focused on using its algorithm to create search results that are distinct from Google's and appealing in different types of ways.

Still, data will continue to play an increasingly vital role as the personalization of search gets into full swing. And that's likely to get a big boost from the mobile search market, which is just getting started.

Saddled with loads of information about each user and the ability to draw on new types of searches like those based on location, mobile devices will likely put a host of new demands on data sets that were previously thought to be more than adequate.

The true might of Google's data, in other words, may yet to be seen.