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Brief Published: 2 Sep 2021

What’s New in Tech & Privacy

US adults feel a growing concern about data privacy

Consumers are feeling increasingly uneasy about the data collection practices of corporations. A recent report by KPMG reveals that a staggering 86% of US adults feel a growing concern about data privacy. Enter a new wave of privacy-first initiatives meeting this demand.

  • Message Received: According to a 2018 study, email trackers exist in more than 70% of mailing lists. Email trackers let advertisers know when you open an email, where you are when you open it, and which device you’re using.
    In July, US-based internet privacy company DuckDuckGo launched a new email privacy service, Email Protection, to stop ad companies spying on your inbox. Currently in beta, users will get a free personal @duck.com email address, where emails sent to it will forward to your regular inbox, removing the email trackers. Momentum for privacy-first initiatives is booming: DuckDuckGo’s search engine app has been downloaded more than 50 million times in the last year, which is more than all other years combined since its launch 13 years ago.
  • Search Safe: This June, California-based Brave launched a Google search alternative that promises ‘unmatched’ privacy. Brave Search, will not track users, searches or clicks as it’s built on top of a fully independent index. The search engine, which is in its global beta phase, does not display ads but plans to offer the choice of either ad-free paid search or ad-supported search at a later date.