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Google shows personalized search results even when users are logged out or using incognito mode, study finds

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Daily Mail
December 5, 2018

Google’s private browsing options may not be as incognito as you’d expect.

New research into Google’s ‘filter bubbles,’ in which search results are personalized based on the data it’s collected about you, has found that logging out or switching to Incognito Mode does almost nothing to shield you from targeted results.

By comparing search results for controversial topics, including gun control, immigration, and vaccinations, the study (notably conducted by rival search engine, DuckDuckGo) uncovered significant variations in what different users were shown.

Despite the common assumption that logging out or going Incognito provides anonymity, DuckDuckGo points out that this isn’t really the case.

Websites use several other identifying factors to keep tabs on users’ activity, including IP addresses.

To highlight the issue, DuckDuckGo recruited volunteers in the US to perform a series of searches for the terms ‘gun control,’ ‘immigration,’ and ‘vaccinations.’

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This article was posted: Wednesday, December 5, 2018 at 6:45 am





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