Facebook and Google are two mainstream search tools that utilizes personalization in their web domain to extract information out of their users.  I believe that Google has a better understanding of who individuals really are because the way that they gather information on their customers are more relevant to the persons exact needs. Through the amount of clicks and searches that an individual does on Google, Google can process all of that information into a source of advertising. The information built on the your particular interests when you are asked to put your specific information into their database, which comes from creating an account, along with all of your searches, check-ins, and YouTube searches gives them a great depiction of who you as an individual may be. The downside as Eli Pariser mentioned in his book, Filter Bubble, is that no person should be characterized by what they search for on the web. Pariser knows that, we should not be given personalized information that circles around what we search up because this hinders the actual purpose of the world-wide web.

Eli Pariser also mentions that the personalization that Facebook presents an individual as they would like to be seen rather than for the person the are. The information that Facebook receives  cannot really be 100% correct about an individual. I agree with Pariser in the sense that Facebook tries to imitate or pre-direct a person’s personality by forcing them to give information that might or might not be true. For instance, kids might go on Facebook and like every page that he has seen just because Facebook brought it up to their interest.