Measuring personalization of web search

Abstract

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.