Yes, I assumed as such as soon as I read "personalized" in this article. Companies don't tend to do all that in-house, so they'll try to figure out your persona

Yes, I assumed as such as soon as I read "personalized" in this article. Companies don't tend to do all that in-house, so they'll try to figure out your personal life and send it off as usual. I find this ethically questionable practice a bit strange when filter bubbles are not necessarily even good for your search experience. You'd think it would make more business sense out of both technical reasons and PR to steer clear of it. I mean, I see many complaints about Google results lately and they're the experts at this. I'd stick with DuckDuckGo if what you're looking for is something other than Google that is also more privacy concious.