This results in a very different search experience to that offered by Google and is much less “Big Brother” like.ĭuckDuckGo still relies on advertising to generate revenue so you will still see visible ads in your searches. It includes no personalised ads or search results. You can choose to search directly via the DuckDuckGo website or to integrate DuckDuckGo as an extension into Chrome. But DuckDuckGo and Google have two very different outlooks on privacy: DuckDuckGo AdvantagesĭuckDuckGo has been designed from the ground up to create a privacy-focussed environment where no IP addresses or user information is stored. There is little disputing the effectiveness of Google’s search technologies, which revolutionised internet search. One such option is DuckDuckGo, which offers privacy protected search functions as an alternative to Google. Heightened feelings around invasion of personal privacyīecause of these concerns, new players have emerged with a privacy focus that offer alternatives to the established big tech companies.

So they have created complex ecosystems to harvest as much personal data as possible that can either be used to directly increase sales or passed onto third party organisations to use in marketing to their customers.Īs a result of these moves, many people have legitimate concerns around: Organisations have recognised the enormous value locked up in personal data. Much of the increase in these privacy concerns is centered around the rise of big data and big tech companies.

Every day we hear of new large-scale privacy breaches with leaks of email accounts, personal credentials, or private information. Privacy has become a major issue in today’s digitally reliant world.

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