In December 2009, Google began customizing its search results for each user. Instead of giving you the most broadly popular result, Google now tries to predict what you are most likely to click on. According to MoveOn.org board president Eli Pariser, Google's change in policy is symptomatic of the most significant shift to take place on the Web in recent years: the rise of personalization.
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Imagine a world where you never discover new ideas. And where you can't have secrets. Google and Facebook are already feeding you what they think you want to see. Advertisers are following your every click. Your computer monitor is becoming a one-way mirror, reflecting your interests. The internet is no longer a free, independent space. It is commercially controlled and ever more personalised. The Filter Bubble reveals how this hidden web is starting to control our lives - and what we can do about it.