Tailored Information Online and Information Asymmetry

Information online is often personalized based on one's online behavior, creating an information asymmetry where users are unaware of what Google knows about them. This tailored information can be unsettling, especially for informational searches. The ad-based business model of Google can lead to skewed incentives for both users and advertisers. For users, this results in seeing ads even for basic navigational searches, causing inconvenience and potentially misleading search results.