Copyright. All Rights Reserved Pierce Communications. 2013The dangers ofPersonalised Search#SASconBarry AdamsPierce Commun...
Copyright. All Rights Reserved Pierce Communications. 2013Barry AdamsDigital Director at multi award winning creative age...
Copyright. All Rights Reserved Pierce Communications. 2013What is Personalised Search?“Search results that vary based on t...
Copyright. All Rights Reserved Pierce Communications. 2013Elements of Personalised Search• Location• Search history• Brows...
Copyright. All Rights Reserved Pierce Communications. 2013Smart Personalisation
Copyright. All Rights Reserved Pierce Communications. 2013Not-so-smart Personalisation
Copyright. All Rights Reserved Pierce Communications. 2013Dumb Personalisation
Copyright. All Rights Reserved Pierce Communications. 2013But all that is the stuff we notice….What about the personalisat...
Copyright. All Rights Reserved Pierce Communications. 2013October 2012 research from DuckDuckGo:http://idealab.talkingpoin...
Copyright. All Rights Reserved Pierce Communications. 2013Political bias results in SERP biasQuery: ‘climate change’;• The...
Copyright. All Rights Reserved Pierce Communications. 2013Google Maps Personalisation
Copyright. All Rights Reserved Pierce Communications. 2013Personalised Maps“In Googles world, public space is just somethi...
Copyright. All Rights Reserved Pierce Communications. 2013What’s next, a Personalised World?
Copyright. All Rights Reserved Pierce Communications. 2013The Filter Bubble• Google will show you things it knows you like...
Copyright. All Rights Reserved Pierce Communications. 2013Why is that a bad thing?• Because you’ll rarely be exposed to so...
Copyright. All Rights Reserved Pierce Communications. 2013Why is it dangerous?• People get things wrong all the time.• But...
Copyright. All Rights Reserved Pierce Communications. 2013Embrace doubt“The trouble with the world is that thestupid are c...
Copyright. All Rights Reserved Pierce Communications. 2013Enjoy serendipity“I find that a great part of theinformation I h...
Copyright. All Rights Reserved Pierce Communications. 2013Reject the Filter BubblePersonalised search in Google is unavoid...
Copyright. All Rights Reserved Pierce Communications. 2013Reject the Filter Bubble• Use Amazon when logged out.• Install A...
Copyright. All Rights Reserved Pierce Communications. 2013Copyright. All Rights Reserved Pierce Communications. 2013@badam...
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The Dangers of Personalised Search - SAScon 2013

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Slides from my talk at SAScon in June 2013 about the dangerous aspect of personalised search results.

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The Dangers of Personalised Search - SAScon 2013

  1. 1. Copyright. All Rights Reserved Pierce Communications. 2013The dangers ofPersonalised Search#SASconBarry AdamsPierce CommunicationsCopyright. All Rights Reserved Pierce Communications. 2013
  2. 2. Copyright. All Rights Reserved Pierce Communications. 2013Barry AdamsDigital Director at multi award winning creative agencyPierce Communications in BelfastDutch (yes, really)SEO polemicistTwitter maniac (@badams)Editor for award-winning blog State of Search
  3. 3. Copyright. All Rights Reserved Pierce Communications. 2013What is Personalised Search?“Search results that vary based on the searcher’s profile andpast behaviour.”
  4. 4. Copyright. All Rights Reserved Pierce Communications. 2013Elements of Personalised Search• Location• Search history• Browsing history• Social circles• Known interests
  5. 5. Copyright. All Rights Reserved Pierce Communications. 2013Smart Personalisation
  6. 6. Copyright. All Rights Reserved Pierce Communications. 2013Not-so-smart Personalisation
  7. 7. Copyright. All Rights Reserved Pierce Communications. 2013Dumb Personalisation
  8. 8. Copyright. All Rights Reserved Pierce Communications. 2013But all that is the stuff we notice….What about the personalisation we don’t see?
  9. 9. Copyright. All Rights Reserved Pierce Communications. 2013October 2012 research from DuckDuckGo:http://idealab.talkingpointsmemo.com/2012/10/impersonal-google-search-results-are-few-and-far-between-duckduckgo-finds.php
  10. 10. Copyright. All Rights Reserved Pierce Communications. 2013Political bias results in SERP biasQuery: ‘climate change’;• The Tory voter will see climate change denialist SERPs• The Labour voter will see climate science SERPsWhich are the ‘best’ results?
  11. 11. Copyright. All Rights Reserved Pierce Communications. 2013Google Maps Personalisation
  12. 12. Copyright. All Rights Reserved Pierce Communications. 2013Personalised Maps“In Googles world, public space is just something that standsbetween your house and the well-reviewed restaurant thatyou are dying to get to.”- Evgeny MorozovSource:http://www.slate.com/articles/technology/future_tense/2013/05/google_maps_personalization_will_hurt_public_space_and_engagement.html
  13. 13. Copyright. All Rights Reserved Pierce Communications. 2013What’s next, a Personalised World?
  14. 14. Copyright. All Rights Reserved Pierce Communications. 2013The Filter Bubble• Google will show you things it knows you like; Your SERPs will be full of sites you visit regularly. Your news will be from the sites whose perspectives &viewpoints you agree with. Your maps will be full of places you & your friends havevisited before.
  15. 15. Copyright. All Rights Reserved Pierce Communications. 2013Why is that a bad thing?• Because you’ll rarely be exposed to something new andunexpected.• It erodes the commonalities between all people.• Our worldviews will become increasingly polarised, isolated,and self-perpetuating.
  16. 16. Copyright. All Rights Reserved Pierce Communications. 2013Why is it dangerous?• People get things wrong all the time.• But if you’re never exposed to alternative viewpoints, you’llnever know when you’re wrong.• Result: unshakable convictions that are (probably) based onflawed information.
  17. 17. Copyright. All Rights Reserved Pierce Communications. 2013Embrace doubt“The trouble with the world is that thestupid are cocksure and the intelligentare full of doubt.”- Bertrand Russell
  18. 18. Copyright. All Rights Reserved Pierce Communications. 2013Enjoy serendipity“I find that a great part of theinformation I have was acquired bylooking up something and findingsomething else on the way.”- Franklin Pierce Adams
  19. 19. Copyright. All Rights Reserved Pierce Communications. 2013Reject the Filter BubblePersonalised search in Google is unavoidable. Thanks toGoogle+ you are logged in all the time, so Google tracks youeverywhere. Stop using Google. Seriously. Stop it.Alternatives:DuckDuckGoBlekkoYandex
  20. 20. Copyright. All Rights Reserved Pierce Communications. 2013Reject the Filter Bubble• Use Amazon when logged out.• Install AdBlock Plus.• Read different newspapers (just for the sake of all that isgood in this world, NOT the Daily Mail!).• Explore stuff online!• Read Eli Pariser’s book ‘The Filter Bubble’.
  21. 21. Copyright. All Rights Reserved Pierce Communications. 2013Copyright. All Rights Reserved Pierce Communications. 2013@badamsbadams@piercecommunications.co.ukhttp://www.piercecommunications.co.ukhttp://www.barryadams.co.uk

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