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You might well expect that if you perform a Google search while signed into your Google account that the results will be tailored according to what that company has learned about you over the years. But what about when you're not signed into your account? A study carried out by the privacy-centric search engine DuckDuckGo yielded some slightly surprising results. In tests earlier in the year, it was found that even when people searched without logging into a Google account -- or when they used private browsing mode --  "most participants saw results unique to them", suggesting there was still personalization of results. While this was a small study with just 87 results involved, the findings are interesting, nonetheless. Conducted back in June -- during the US midterms -- DuckDuckGo wanted to use its study to test the influence of Google's "filter bubble". This "bubble" is the activity you would expect from Google -- the personalization of search results based on what it has been able to learn about you. When you're logged into your Google account, it's easy to understand how the company gathers information about you. But when you're using private browsing mode -- or just logged out of your account -- and you see similar personalization, it is a little worrying. More content posted on OUR FORUM.

 

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