The Filter Bubble - What the Internet is Hiding From You

Pariser delivers an eye-opening account of how the hidden rise of personalization on the Internet is controlling--and limiting--the information we consume.
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.