The premise of DuckDuckGo is simple: It doesn’t track your
searches or any other online activity. Whereas Google has built a
$66 billion dollar-a-year business around knowing more and more
about its users’ every click, tap, and scroll, DuckDuckGo prefers
ignorance. It doesn’t have user logins, it doesn’t log your search
history or IP address. Even if they wanted to hand over data about
your search history, they couldn’t. That data just doesn’t exist.
Instead of profiting from heaps of user data, DuckDuckGo has opted
for a simpler business model: Old-school search ads that pair the
keywords in people’s queries with relevant ads placed by the
highest bidder. Weinberg says the company also makes money from
affiliate links to sites like Amazon and eBay.
I’ve been using DuckDuckGo as my primary search engine in Safari for months now, and the results just keep getting better. I do have to switch to Google for some queries, but that’s happening less and less.