Google reportedly personalizes search results even when you’re in incognito mode


Google provides you personalized search results based on your previous searches, location, and several other factors. So if you want to avoid this and search discreetly without leaving a trail, the most common option is to switch to your browser’s incognito mode. However, a new study from privacy-focused search engine says that Google search results are uniquely tailored to users, even when they’re logged out or browsing in incognito mode.

In the study, participants across the US searched a term at the same time while logged out, or in incognito mode. DuckDuckGo said that logically, the results should be similar, but instead, they were unique to different users.

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