![]() ![]() Back in 2010, Internet activist Eli Pariser coined the term “filter bubble” to describe the way websites like Google or social networks like Facebook deliver results to users based on factors like search history. Of course, the concept of the filter bubble has been around for nearly a decade. In fact, they found that Google users remain trapped within their own “filter bubble,” regardless of whether or not they are logged out. In theory, personalized search results when you are logged into Google should be very different from the search results when you are logged out of your Google account, right? After all, the whole point of private browsing in “Incognito” mode is to visit websites completely anonymously. To highlight this point, privacy-focused search engine DuckDuckGo recently conducted a study of Google search results, to see just how much personalization really occurs for users of the search engine, and then to check whether simply logging out of the Google search engine and browsing in “Incognito” mode would yield different results. ![]()
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