A technique for computer detection and correction of spelling errors
Communications of the ACM
Communications of the ACM
Personalized web search by mapping user queries to categories
Proceedings of the eleventh international conference on Information and knowledge management
Ontology Based Personalized Search
ICTAI '99 Proceedings of the 11th IEEE International Conference on Tools with Artificial Intelligence
Eye-tracking analysis of user behavior in WWW search
Proceedings of the 27th annual international ACM SIGIR conference on Research and development in information retrieval
New measurements for search engine evaluation proposed and tested
Information Processing and Management: an International Journal
CubeSVD: a novel approach to personalized Web search
WWW '05 Proceedings of the 14th international conference on World Wide Web
Personalizing search via automated analysis of interests and activities
Proceedings of the 28th annual international ACM SIGIR conference on Research and development in information retrieval
Implicit user modeling for personalized search
Proceedings of the 14th ACM international conference on Information and knowledge management
Automatic identification of user interest for personalized search
Proceedings of the 15th international conference on World Wide Web
The influence of task and gender on search and evaluation behavior using Google
Information Processing and Management: an International Journal
Mining long-term search history to improve search accuracy
Proceedings of the 12th ACM SIGKDD international conference on Knowledge discovery and data mining
What are you looking for?: an eye-tracking study of information usage in web search
Proceedings of the SIGCHI Conference on Human Factors in Computing Systems
An eye tracking study of the effect of target rank on web search
Proceedings of the SIGCHI Conference on Human Factors in Computing Systems
Demographic prediction based on user's browsing behavior
Proceedings of the 16th international conference on World Wide Web
A large-scale evaluation and analysis of personalized search strategies
Proceedings of the 16th international conference on World Wide Web
Privacy-enhancing personalized web search
Proceedings of the 16th international conference on World Wide Web
A query-aware document ranking method for geographic information retrieval
Proceedings of the 4th ACM workshop on Geographical information retrieval
User rankings of search engine results
Journal of the American Society for Information Science and Technology
Discovering users' specific geo intention in web search
Proceedings of the 18th international conference on World wide web
Actively predicting diverse search intent from user browsing behaviors
Proceedings of the 19th international conference on World wide web
Visualizing differences in web search algorithms using the expected weighted hoeffding distance
Proceedings of the 19th international conference on World wide web
Challenges in measuring online advertising systems
IMC '10 Proceedings of the 10th ACM SIGCOMM conference on Internet measurement
Sparse hidden-dynamics conditional random fields for user intent understanding
Proceedings of the 20th international conference on World wide web
The Filter Bubble: What the Internet Is Hiding from You
The Filter Bubble: What the Internet Is Hiding from You
Detecting and defending against third-party tracking on the web
NSDI'12 Proceedings of the 9th USENIX conference on Networked Systems Design and Implementation
Understanding what they do with what they know
Proceedings of the 2012 ACM workshop on Privacy in the electronic society
Detecting price and search discrimination on the internet
Proceedings of the 11th ACM Workshop on Hot Topics in Networks
Know your personalization: learning topic level personalization in online services
Proceedings of the 22nd international conference on World Wide Web
Crowd-assisted search for price discrimination in e-commerce: first results
Proceedings of the ninth ACM conference on Emerging networking experiments and technologies
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Web search is an integral part of our daily lives. Recently, there has been a trend of personalization in Web search, where different users receive different results for the same search query. The increasing personalization is leading to concerns about Filter Bubble effects, where certain users are simply unable to access information that the search engines' algorithm decides is irrelevant. Despite these concerns, there has been little quantification of the extent of personalization in Web search today, or the user attributes that cause it. In light of this situation, we make three contributions. First, we develop a methodology for measuring personalization in Web search results. While conceptually simple, there are numerous details that our methodology must handle in order to accurately attribute differences in search results to personalization. Second, we apply our methodology to 200 users on Google Web Search; we find that, on average, 11.7% of results show differences due to personalization, but that this varies widely by search query and by result ranking. Third, we investigate the causes of personalization on Google Web Search. Surprisingly, we only find measurable personalization as a result of searching with a logged in account and the IP address of the searching user. Our results are a first step towards understanding the extent and effects of personalization on Web search engines today.