The Filter Bubble: What the Internet Is Hiding from You

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Few people noticed the post that appeared on Google’s corporate blog on December 4, 2009. It didn’t beg for attention—no sweeping pronouncements, no Silicon Valley hype, just a few paragraphs of text sandwiched between a weekly roundup of top search terms and an update about Google’s finance software.

Not everyone missed it. Search engine blogger Danny Sullivan pores over the items on Google’s blog looking for clues about where the monolith is headed next, and to him, the post was a big deal. In fact, he wrote later that day, it was “the biggest change that has ever happened in search engines.” For Danny, the headline said it all: “Personalized search for everyone.”

Starting that morning, Google would use fifty-seven signals—everything from where you were logging in from to what browser you were using to what you had searched for before—to make guesses about who you were and what kinds of sites you’d like. Even if you were logged out, it would customize its results, showing you the pages it predicted you were most likely to click on.

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