Google Search Results Personalized Even for Incognito and Logged Out Users

The privacy-focused search engine DuckDuckGo conducted a study during June 2018 which allowed it to take a closer look at the way Google is editorializing the search results for its logged in, logged out, and incognito users.

Although DuckDuckGo’s study could seem quite biased given that they are a direct competitor to Google, their findings are interesting for anyone who wants to get a closer look into the search giant’s inner workings.

Moreover, according to the study’s findings, Google’s personalized results will be displayed depending on the personal info it has previously collected for specific users (e.g., search, browsing, and purchase history), automatically adding each of them to a so-called “filter bubble.”

Google will use this filter bubble to individually tailor the search results displayed to a user searching for a specific term or phrase, with most participants in the study seeing re… (read more)

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