“Search personalization doesn’t actually help search results, it really hurts in the aggregate, making people more politically polarized,” Weinberg said.
“It’s exactly opposite of what people would expect,” Weinberg said. Unique results were returned for 68% of private searches for “gun control,” 57% of searches for “immigration,” and 92% of searches for “vaccinations.”Īccording to the study, Google returned these filtered results, regardless of whether participants searched in private “ incognito ,” or non-private mode. participants in the study entered three independent Google search terms - gun control, immigration, and vaccinations - using a desktop Chrome browser at 9 p.m. “Most of the people in the study saw results completely unique to them.”īy unique, Weinberg means that inconsistent source links appeared in search results, and some of the same links appeared in varying hierarchical order. “What we’re seeing is intense amounts of variation,” Weinberg told Yahoo Finance. “The editorialized results are informed by the personal information Google has on you, like your search, browsing and purchase history,” the study says. The study concludes that Google is editorializing and providing different search results for different users who search for identical terms, within seconds and minutes of each other. If you use Google’s search engine, “There’s no way of knowing what you’re missing,” says Gabriel Weinberg, CEO and founder of search engine DuckDuckGo, whose company released a study Tuesday claiming that Google is manipulating Americans’ search results.
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