Google makes use of complex algorithms which tailors internet content to every user;  aiming to increase the efficiency of advertisement. This algorithm takes into account 57 different factors, including non-cookie data. As a result, internet users become closed in filter bubbles in which they are exposed only to content that is personalised for them. 

People no longer see content that they might disagree with, closing digital environments and radicalising their users. The end of the internet is neigh! As a single entity, the internet is obsolete and the creation of separate webs, reflecting the divisions between users is an inevitability.