Alternative search engine DuckDuckGo has announced improvements to its search options and an enhanced dark theme, but its tiny market share shows that most people are content to stick with Google, despite privacy issues.
DuckDuckGo says it offers search without any user profiling, in contrast to the trend towards personalisation and targeted advertising favoured by its competitors.
Founder Gabriel Weinberg says that profiling and tracking is unnecessary since simply presenting ads based on the keywords you type is sufficient for a business model.
The search engine draws from a variety of sources, including its own DuckDuckBot crawler and answer indexes, but also has a partnership with Yahoo!
and Microsoft Bing for its search results.
Its advertising is primarily syndicated from Bing Ads.