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Other universal options that boost privacy include disabling your browser's location tracking and search engine autocomplete features, turning off password autofills, and regularly deleting your browsing history. Although its search results may not be as useful or deep as Google's, DuckDuckGo is a longtime favorite among the privacy-minded for its refusal to track user searches. But despite Google's reliance on ad revenue, Chrome engineers are working on a new privacy-preserving ad-targeting technology called Topics, which the tech giant is testing as a replacement to its failed FLOC project.įor all of the browsers listed here, you can give yourself a privacy boost by changing the default search engine. For the Brave browser, privacy is a core goal, and Mozilla and Microsoft are touting privacy as a way to differentiate their browsers from Google Chrome. Privacy adds another dimension to the competition and to your browser decision.Īpple has made privacy a top priority in all its products, including Safari. Their goal? To build a richly detailed user profile so they can target you with more accurate, clickable and thus profitable advertisements.Īpple and Google are in a war for the web, with Google pushing aggressively for an interactive web to rival native apps and Apple moving more slowly - partly out of concern new features will worsen security and be annoying to use. Incidents like Facebook's Cambridge Analytica scandal elevated privacy protection on Silicon Valley's priority list by revealing how companies compile reams of data as you traverse the internet. A good way to start is by adjusting some of your browser settings. You can take your online privacy into your own hands and outsmart that online tracking, though.
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Browser developers are making privacy a priority, but they still may not be doing as much as you'd like in fighting pervasive ad industry trackers.