Privacy-focused search engine firm DuckDuckGo has found Google's control over search results is still personalised in Incognito mode. The company said it had discovered that Google was using its own data to target users with ads and other content on the internet. While the research was carried out by Google's competitor and so may be biased, the findings undeniably show that results are uniquely skewed for each user no matter the mode of searching.
Privacy-focused search engine firm DuckDuckGo has found Google's control over search results is still personalised in Incognito mode. In a study with 87 participants, Google's filter bubble - the company's management of displayed content based on personal data like search and browsing history - still offered different search results for individuals despite them searching simultaneously while logged out of their Google account and in private browsing mode. While the research was carried out by Google's competitor and so may be biased, the findings undeniably show that results are uniquely skewed for each user no matter the mode of searching.