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In those early days, Google lived at google.stanford.edu, and Brin and Page were convinced it should be a nonprofit and advertising free. "We expect that advertising funded search engines will be inherently biased towards the advertisers and away from the needs of the consumers," they wrote. "The better the search engine is, the fewer advertisements will be needed for the consumer to find what they want..."

Google 

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"We believe the issue of advertising causes enough mixed incentives that it is crucial to have a competitive search engine that is transparent and in the academic realm."

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Found the source (from a Google search, no less):

"The Filter Bubble: How the New Personalized Web Is Changing What We Read and How We Think" by Eli Pariser

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