Google Personalizes Search Results Even When You're Logged Out, a DuckDuckGo Study Finds (theverge.com)

According to a new study conducted by Google competitor DuckDuckGo, it does not seem possible to avoid personalization when using Google search, even by logging out of your Google account and using the private browsing "incognito" mode. From a report: DuckDuckGo conducted the study in June of this year, at the height of the US midterm election season. It did so with the ostensible goal of confirming whether Google's search results exacerbate ideological bubbles by feeding you only information you've signaled you want to consume via past behavior and the data collected about you. It's not clear whether that question can be reliably answered with these findings, and it's also obvious DuckDuckGo is a biased source with something to gain by pointing out how flawed Google's approach may be. But the study's findings are nonetheless interesting because they highlight just how much variance there are in Google search results, even when controlling for factors like location.

Comments

Not surprising

[cyberchondriac]

Everyone's watching, listening, and logging all the time. It's creepy.
The weirdest example to date: Just this Saturday, I came across a meme on the Memedroid app on my tablet, about a nerdy hoodie that looks like knight's armor. Some comments were pro, some con. I moved on to the next meme.
An hour later, I went downstairs, on my PC, check in on Facebook.. guess what an ad for shows up. That hoodie.. that I had never seen before that meme, and certainly never searched for .. anywhere, ever.
WTF? I have FB installed on the tablet but it wasn't actively running. That shit is spooky. Neither that meme nor in the comments for it was a link, it was just a picture of the stupid thing, and a joke. AI ?
I cannot bring myself to believe that was pure coincidence. It's one example of many, but just the most egregious.

It's rather obvious if you use incognito mode

[Solandri]

Except for my email (which runs on a browser in a virtual machine), I browse completely in incognito mode. I notice searches start to become biased depending on what else I've searched for or browsed in that tab. The fact that the suggested search terms (which pop up as you type in your search request) seemed to "know" what I was browsing recently was a pretty big clue what was going on. Closing the tab and running the search again in a new tab clears this up and reverts the search to its default (which sometimes means different search results compared to the old tab)