Case Study

DuckDuckGo is a search engine that promises users that it will not collect any personal information from them in order to display ads based on tracking their previous searches and locations on the Internet. DuckDuckGo says that it is different than Google because Google puts millions of tracking devices on websites, allowing the company to see and remember every search a person has made and every website they've visited from those searches. According to the DuckDuckGo website, Google uses the massive amounts of information they collect on individual users to deliver targeted advertising, and to monitor which advertising gets viewed and clicked on$.$

Since its inception, use of DuckDuckGo has risen steadily as users become more and more concerned with privacy. Because DuckDuckGo does not track user information, everyone who enters the same search term gets the same search results. DuckDuckGo makes money in the same way Google does, by selling advertising, but their advertising is based only on search results not on compiled personal data. For example, if you search for "craft beer" you will get ads from other craft beer sites, but DuckDuckGo does not remember your previous search for "San Mateo, CA$",$ so it will not give you only craft beer locations in San Mateo.

DuckDuckGo was founded in $2008,$ while Google was founded in $1998.$ This means that Google was more likely to have a than DuckDuckGo.