Includes bibliographical references (pages 251-286) and index.
Formatted Contents Note:
The race for relevance -- User is the content -- Adderall society -- You loop -- Public is irrelevant -- Hello, world! -- What you want, whether you want it or not -- Escape from the city of ghettos.
In December 2009, Google began customizing its search results for each user. Instead of giving the most broadly popular result, Google now tries to predict what you are most likely to click on. Pariser describes how this change in policy is part of the shift taking place on the Web--the rise of personalization--and how this trend threatens to control what we see and share via the Internet. Extensive filtering is also enabling a burgeoning industry of data companies that threaten individual privacy by tracking your personal information to sell to advertisers. Though personalized filters are sweeping the Web, Pariser explains what we can do to change it. An eye-opening account of how the hidden rise of personalization on the Internet is controlling and limiting the information we observe. --Adapted from publisher description.