It couldn’t even predict what you are looking for, because it does not create a profile of you. 18) Measuring the “Filter Bubble”: How Google is influencing what you click Google does that not only with Google Search but also with services like Gmail, YouTube, Google Analytics and other Google services.ĭuckDuckGo doesn’t personalise search results. Over time Google gets to know you and finds out what you are interested in, so they are able to predict what you are looking for.

Google does not only personalise advertisement but search results, too.

This is why there is no financial interest for DuckDuckGo to find out more about you – or anything at all. If you search for cars, for example, DuckDuckGo will show you ads related to cars. For DuckDuckGo this is different because the relevance of ads is based on the search term and not on you. The business model is similar, both show advertisements, but Google is incentivised to collect more data about you, in order to show you ads which suit your interests. 17) DuckDuckGo: Advertising and Affiliates DuckDuckGo shows everyone the same adverts for the same search query, regardless of your interests or behaviour. 16) Google: Personalized advertising This is why you will probably see different ads on Google for the same search query than we would. But DuckDuckGo places its ads based on the search term while Google personalises ads based on your behaviour and interests. The most important difference between DuckDuckGo and Google is how they place adverts.ĭuckDuckGo also makes its money with advertisements.

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