There is a way to ensure searches remain private and unavailable for legal requests, the government and data profiles. Unfortunately, the majority of Google users are unaware of the fine print.Ĭonsumers who have read the fine print are aware their activity may remain available to any website visited, their internet service provider, schools including colleges and universities and employers. Google also uses a wide variety of tracking mechanisms including browser fingerprinting. Incognito mode does not do anything to prevent any website visited from using IP addresses to track the consumer. The only thing consumers are accomplishing while running in incognito mode is a deletion of their local browsing history once their internet session has ended.

The word incognito is misleading in itself. The belief consumers are protected by using incognito mode is nothing more than a myth. Instead, the company uses the power of tracking for its ad networks to follow every action consumers perform on the internet including using search history to best serve information they may be seeking. Google has chosen not to follow this simple formula. No information is required to show the consumer ads regarding cars. A good example is a consumer searching for the word “car”. Money is made according to the traffic generated and advertisements served. To earn a profit in web searches, tracking consumers is not necessary. Google ad networks are massive and embedded throughout apps and websites numbering in the millions. This is the reason annoying and intrusive banner ads are constantly appearing. Google tracks and mines user searches to package everything into a data profile available to advertisers. This type of information should be kept private, but this is not the way information is processed on Google. Many individuals share personal details regarding their family, friends, feelings and experiences. In the modern world, personal information is shared with search engines without a second thought including personal, financial and health issues.

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