DuckDuckGo's estimated full-year 2020 spend reached $10.9k, exponentially more than that of $1.6m in 2019. So far this year, Pathmatics reports this company has spent roughly $6m on digital ads, up 40% from the roughly $4.3m it spent within the same 2020 timeframe. DuckDuckGo spent around $114k on this channel in 2019. Life, Grow Hair Fast! and Seeking Sister Wife. So far this year, around $34.8k has gone toward commercials targeting a female-skewed audience of millennials and Gen-X watching programs such as The Haves and the Have Nots, Iyanla, Fix My Life, My 600-Lb. Per iSpot, DuckDuckGo started using national TV in May 2021 for the first time since 2019. This hire comes not long after DuckDuckGo secured a secondary market funding round, which raised $100m in December 2020 and, according to Crunchbase, raised the company's total valuation to $113m. A new advertising campaign will reportedly launch soon. Instead of editing the video, the company took it down.įind more of our coverage on privacy issues here.Arnold recently became the creative agency partner for privacy-oriented browser DuckDuckGo, concluding a competitive review. NAD recommended that DuckDuckGo clarify that its privacy protections do not extend to the use of search engines and apps “outside of the DuckDuckGo solution,” i.e., its own search engine and app. In this context, the claim that DuckDuckGo protects consumers’ “privacy health” “no matter where the Internet takes” them reasonably conveys the message that DuckDuckGo protects against all forms of privacy intrusion depicted in the video, even intrusions outside of the App. NAD found that the video, which calls out the collection of data through websites and browser searches as well as mobile apps and “every product Google and Facebook release,” suggests that DuckDuckGo is the solution to the problems depicted. In reality, though, the company’s privacy protections, which include private search and tracker blocking, do not extend to the use of other search engines and apps, including the search engine that is so big it is both a noun and a verb – Google.Īccording to a recent inquiry by the National Advertising Division (NAD), this limitation wasn’t clear in the YouTube video, which, among other things, criticized Google’s data collection practices, in addition to Facebook’s.
DuckDuckGo claimed in a YouTube video that its search engine and app protect consumers’ privacy “no matter where the internet takes” them.
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