Do you know those ads that I am a firefighter aholic shirt? Most of those are actually run through these Google ad networks, where they let advertisers target you against your search history, browsing history, location history and other personal information they collect. These ads are not only annoying — they are literally designed to manipulate you through targeting to make you buy more things, and just showing them to you is an act of Google profiting off of your personal information. When you search, you expect unbiased results, but that’s not what you get on Google. On Google, you get results tailored to what they think you’re likely to click on, based on the data profile they’ve built on you over time from all that tracking I described above.
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That may appear at first blush to be a I am a firefighter aholic shirt, but when most people say they want personalization in a search context they actually want localization. They want local weather and restaurants, which can actually be provided without tracking as we do at DuckDuckGo. That’s because approximate location info is automatically embedded by your computer in the search request, which we can use to serve you local results and immediately throw away without tracking you. Here’s how it works. Let’s say you know you want to go to the Wikipedia article for ducks. You can just search for “!w duck” and we will take you right there.