“It’s not as easy to switch as we’d like it to be,” Mr. It also has to contend with the fact that most people don’t seem willing to give up much to recover their privacy, and are easily overwhelmed when they decide to try to make a change. But unlike others, it does not track the online behavior of its users to personalize the ads.ĭuckDuckGo constantly bumps into Google’s business, which stretches far beyond search. Like other search companies, DuckDuckGo displays ads at the top of each search page. But the challenges faced by DuckDuckGo reflect just how difficult it is to take on the giants and build an internet business that is focused on the privacy of its users.Īfter a decade, the private company’s modest success is an indication that, even as regulators around the world consider tougher rules for the data-tracking methods of big tech companies, selling consumers on privacy-focused services is still an uphill battle.
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