While aggregate volume for these engines is small, it is growing. In the United States there are now three major privacy-focused search engines competing to steal users (and queries) from Google and Bing: Neeva, DuckDuckGo, and Brave Search. They’re changing their digital habits and proactively adopting privacy-first behaviors that include using alternative search engines.
Savvy brands are working to ensure their first-party data is robust and portable in order to continue delivering customer-first marketing strategies.īut many consumers aren’t waiting for laws and adtech to catch up with their desire for privacy. While third-party cookies recently received a two year “stay of execution,” their reliability will continue to degrade. Apple drastically reduced mobile targeting and measurement opportunities with the release of iOS 14.5 only a few weeks ago. Brands, data providers, and advertising platforms are each attempting to deliver powerful, personalized experiences while navigating rapidly evolving data legislation. Consumer privacy is a major concern across every component of today’s marketing ecosystem.
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