TechRepublic: “…As much as we may resist the idea of being tracked online, we’re often told it’s necessary to give us personalized results. DuckDuckGo CEO Gabriel Weinberg disagrees:

It’s actually a big myth that search engines need to track your personal search history to make money or deliver quality search results. Almost all of the money search engines make (including Google) is based on the keywords you type in, without knowing anything about you, including your search history or the seemingly endless amounts of additional data points they have collected about registered and non-registered users alike. In fact, search advertisers buy search ads by bidding on keywords, not people….This keyword-based advertising is our primary business model…”