Filter bubble - Definition from the Hotspot Shield Glossary
A filter bubble is a form of personalized search result that aims to give a user a more contextually accurate search result based on their likes, habits and past internet history. Search Engines are continually evolving and changing how their search algorithms work - It is now common practice to try and offer tailored searches that cater to an individuals personal circumstance.
A filter bubble will guess what information a user would prefer to see based on their personal preferences - These preferences may be gathered through cookies or a web browser search history. The use of a filter bubble is seen as beneficial by some, and nuisance to others; those who approve feel that it gives the user a better browsing experience, while those against feel that it takes away the sense of variety.