Web-users who want to protect their privacy have been switching to a small unheard of search engine in the wake of the 'Prism' revelations. DuckDuckGo, the little known U.S. company, sets itself aside from its giant competitors such as Google and Yahoo, by not sharing any of its clients' data with searched websites. This means no targeted advertising and no skewed search results.
Aside from the reduced ads, this unbiased and private approach to using the internet is appealing to users angered at the news that U.S. and UK governments (the National Security Agency (NSA) in the U.S. and GCHQ in the UK), have direct access to the servers of big search engine companies, allowing them to 'watch' users.
At just 33, DuckDuckGo founder and CEO, Gabriel Weinberg has tapped into a niche market - offering Internet users real privacy when searching the world wide web. Within just two weeks of the NSA's operations being leaked by former employee Edward Snowden, DuckDuckGo's traffic had doubled - from serving 1.7million searches a day, to 3million. 'We started seeing an increase right when the story broke, before we were covered in the press,' said Gabriel Weinberg, founder and CEO, speaking to The Guardian.
Entrepreneur Mr Weinberg had the idea for the company in 2006, while taking time out to do a stained-glass making course. He had just sold successful start-up Opobox, similar to Friends Reunited, for $10million (£6.76million) to Classmates.com.
While on the course he realised that the teacher's 'useful web links' did not tally up with Google's search results, and realised the extent of the personalised skewing of results per user. From there he had the idea to develop a 'better' search engine, that does not share any user information with any websites whatsoever. Search data, he told the paper, 'is arguably the most personal data people are entering into anything. You're typing in your problems, your desires. It's not the same as things you post publicly on a social network.'
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Besides privacy, I see a reduction in "collaborative filtering" as being a major benefit to society.