What happens when you enter the same search phrase into two different browsers on two different computers? One is a Mac running safari with all default settings enabled an the other is a stripped down Linux computer running the TOR-browser (a browser that let's you surf the web anonymously). The result is two very different outcomes. The first computer is presenting personalised results based on cookies, ip-tracking and other identifying information. The second produces a more neutral (or less personalised) result.
The installation compares the search results of these two computers for a variety of queries and visualizes the differences. The same webpage that tops the list in the personalised browser could be way down on page 12 in the TOR browser, or vice versa. A line connecting each corresponding page between the two searches highlights the difference between them. Collectively all the lines together reveal a kind of fingerprint of the personalisation algorithm, showing which pages it moved upward and which pages downward.
A series of large prints compares different queries, a interactive app allows you to explore a rotating (prayer wheel) visualization and highlight the individual hyperlinks.