Gabriel Weinberg is taking a goal at Google from a small building 20 miles west of Philadelphia that looks like a fake fortress. An optometrist has a workplace downstairs.
Weinberg’s company, DuckDuckGo, has come to be one of the feistiest adversaries of Google. Started over a decade ago, DuckDuckGo gives a privacy-centered alternative to Google’s seek engine.
The organization’s proportion of the search engine market remains tiny — about 1% as compared with Google’s eighty-five %, consistent with StatCounter. But it has tripled over the past two years and is now handling around forty million searches a day. It has additionally made a profit in each of the closing 5 years, Weinberg said.
Weinberg, 40, is many of the most outspoken critics of the net giants. DuckDuckGo’s leader govt has, again and again, referred to as for new privacy-focused rules and has warned at hearings and in newspaper opinion pieces about the troubles that huge groups can purpose by using tracking our each circulates on-line.

But the challenges confronted by means of DuckDuckGo reflect simply how tough it’s miles to take at the giants and build a web enterprise this is centered on the privacy of its users.


After a decade, the personal enterprise’s modest achievement is a sign that even as regulators around the arena bear in mind tougher rules for the facts-tracking methods of huge tech businesses, promoting consumers on privacy-targeted offerings remains an uphill conflict.
Like, different search groups, DuckDuckGo shows advertisements at the top of every seek web page. But unlike others, it does not the music the online behavior of its users to personalize the advertisements.
DuckDuckGo continuously bumps into Google’s enterprise, which stretches ways beyond seek. It additionally has to deal with the fact that most of the people don’t seem inclined to give up an awful lot to get better their privateness, and are easily overwhelmed when they determine to try to make a change.
“It’s not as clean to interchange as we’d love it to be,” Weinberg stated even as sitting in his office in denim, pink footwear, and a black short-sleeve shirt. “There is lots of inertia drawing people again to the existing device.”
These obstacles are meditated in DuckDuckGo’s modest workplaces. DuckDuckGo, which has sixty-five personnel, has accomplished the best two highly small fundraising rounds, about $13 million, that upload up to less than what Google makes in an hour. Weinberg parks his 2011 Honda minivan in a parking zone you may see from his corner office, which is papered generally in drawings via his sons.
For folks that care approximately privacy, DuckDuckGo is a reminder that it is possible to offer internet get entry to and construct an internet commercial enterprise without logging every circulate made via users. It also provides an imaginative and prescient of what the net may look like if organizations are pressured to cut back the surveillance economy.
“DuckDuckGo is very a good deal a poster child for a destiny in which groups stand with their customers and nevertheless make money,” stated Gennie Gebhart, a researcher at the Electronic Frontier Foundation, a nonprofit centered on privacy and online rights. “They counter the belief that we’ve all been socialized to simply accept: that it’s far every day to hand over all your facts. DuckDuckGo shows that doesn’t must be the manner.”
Google has to this point avoided any showdowns with DuckDuckGo. Last yr, Google introduced DuckDuckGo as one of the 4 default search engines like google available for users of its net browser, Chrome.
But the net giant has no longer taken kindly to DuckDuckGo’s pointers that it is promoting records about its customers to the very best bidder.
“The information we accumulate makes our product more helpful for people in a variety of ways, which includes enhancing our expertise of queries and combating threats like junk mail and fraud,” said Lara Levin, a Google spokeswoman. “We hold this information private and cozy, and we offer controls so humans could make their very own alternatives.”
Weinberg started out DuckDuckGo in 2008 while he becomes a live-at-domestic dad, after suffering to get previous startups off the ground. The early versions of DuckDuckGo (its name is a nod to the kids’ recreation) did not have any awareness of privacy. When he went in that path, it changed into appealing to the simplest a small number of privacy advocates.
But after Edward Snowden, a former National Security Agency contractor revealed sizeable on-line surveillance with the aid of the U.S. Authorities in 2013, privateness has become a selling point. The business began to develop.

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