Real-time trending searches have returned to the portal Daum after six years. AXZ, a Kakao subsidiary that operates Daum, said on the 4th that it began a beta service for "Real-time Trends" the previous day. Daum had wound down related features after shutting its real-time search service in Feb. 2020, but moved to reintroduce it, saying it would deliver fast-changing issues more quickly and accurately.
Real-time Trends appears at the top right of the homepage search bar, showing rankings from No. 1 to No. 10, and updates every 10 minutes. AXZ said it applied an integrated analysis system that combines diverse documents and search logs from multiple channels, rather than relying solely on simple search volume as in the past. It also said the service is advanced by combining the technological capabilities accumulated through "Today Bubble" and "AI Issue Briefing." The company added it has built guardrails to secure objectivity of information and fundamentally block external risks. The move is seen as mindful of past concerns that real-time rankings were manipulated and fueled opinion herding.
However, starting 60 days before local election day, keywords for registered candidates and related figures will be excluded from the rankings. The step is seen as reflecting criticism that real-time rankings amplify conflict and deepen social division during election periods. AXZ added it hopes users will discover information helpful for daily life and safety and topics that broaden common ground. Naver said it is not considering reintroducing real-time rankings.