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WHAT IS INPRIVATE FILTERING FULL
You can read its full write-up of the study results here. It says it wanted to revisit the state of Google search results now, in the wake of the 2016 presidential election that installed Trump in the White House - to see if it could find evidence to back up Google’s claims to have ‘de-personalized’ search.įor the latest study DDG asked 87 volunteers in the US to search for the politically charged topics of “gun control”, “immigration”, and “vaccinations” (in that order) at 9pm ET on Sunday, Jinitially searching in private browsing mode and logged out of Google, and then again without using Incognito mode. It carried out a similar study in 2012, after the earlier US presidential election - and claimed then to have found that Google’s search had inserted tens of millions of more links for Obama than for Romney in the run-up to that.
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Of course DDG has its own self-interested iron in the fire here - suggesting, as it is, that “Google is influencing what you click” - given it offers an anti-tracking alternative to the eponymous Google search.īut that does not merit an instant dismissal of a finding of major variation in even supposedly ‘incognito’ Google search results.ĭDG has also made the data from the study downloadable - and the code it used to analyze the data open source - allowing others to look and draw their own conclusions. (Albeit sometimes emanating from institutions that also take funding from tech giants like Google.)Īs ever, where the operational opacity of commercial algorithms is concerned, the truth can be a very difficult animal to dig out. And, well, at the extreme end, algorithmic filter bubbles stand accused of breaking democracy itself - by creating highly effective distribution channels for individually targeted propaganda.Īlthough there have also been some counter claims floating around academic circles in recent years that imply the echo chamber impact is itself overblown. In recent years concern has especially spiked over the horizon-reducing impact of big tech’s subjective funnels on democratic processes, with algorithms carefully engineered to keep serving users more of the same stuff now being widely accused of entrenching partisan opinions, rather than helping broaden people’s horizons.Įspecially so where political (and politically charged) topics are concerned. Since then online personalization’s bad press has only grown. Clicking the link will let you see how we’ve customized your results and also let you turn off this type of customization.Ī couple of years after Google threw the Personalized Search switch, Eli Pariser published his now famous book describing the filter bubble problem. You’ll know when we customize results because a “View customizations” link will appear on the top right of the search results page. It’s completely separate from your Google Account and Web History (which are only available to signed-in users). This addition enables us to customize search results for you based upon 180 days of search activity linked to an anonymous cookie in your browser. On the surface, that would represent a radical reprogramming of Google’s search modus operandi - given the company made “Personalized Search” the default for even logged out users all the way back in 2009.Īnnouncing the expansion of the feature then Google explained it would ‘customize’ search results for these logged out users via an ‘anonymous cookie’: “A query a user comes with usually has so much context that the opportunity for personalization is just very limited,” Google fellow Pandu Nayak, who leads the search ranking team, told CNBC this fall. Degrees of personalizationĭuckDuckGo says it carried out the research to test recent claims by Google to have tweaked its algorithms to reduce personalization.Ī CNBC report in September, drawing on access provided by Google, letting the reporter sit in on an internal meeting and speak to employees on its algorithm team, suggested that Mountain View is now using only very little personalization to generate search results. Google has responded by counter-claiming that DuckDuckGo’s research is “flawed”. “It’s simply not possible to use Google search and avoid its filter bubble,” it concludes. While it says there was very little difference for logged out, incognito browsers.
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Results within news and video infoboxes also varied significantly, it found.