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  • Inside DuckDuckGo

    Duck Tales: Browser onboarding — why first impressions matter, user education, and the role of personality (Ep.21)

    04-03-2026 | 22 Min.
    This episode, Mary (Associate VP, Brand) Beah (Chief Product Officer) and Bobby (Director, Product) discuss how DuckDuckGo’s browser onboarding was designed, why it matters for a privacy browser, and how Dax’s personality helps users feel confident in their protections.
    Disclaimers: (1) The audio, video (above), and transcript (below) are unedited and may contain minor inaccuracies or transcription errors. (2) This website is operated by Substack. This is their privacy policy.
    Mary: Hi everyone and welcome to Duck Tales where we go behind the scenes at DuckDuckGo and discuss stories, technology and people that help build privacy tools for everyone. In each episode you’ll hear from employees about our vision, product updates, engineering and our approach to AI. I’m Mary McGee, I work on brand and marketing here at DuckDuckGo and I have two fellow product folks here with me today that I will let introduce themselves. Beah, why don’t you start?
    Beah: I’m Beah, I’m on the product team. How was that?
    Mary: I mean, I couldn’t have done that. You did great. Bobby.
    Bobby: This is stuff. I’m Bobby. I’m also on the product team.
    Mary: Wow, this was good.
    Beah: And furthermore, we both have the word burger in our last names.
    Mary: That’s true.
    Bobby: This is true.
    Mary: We are here to talk about browser onboarding today. And we have both Beah and Bobby here as folks that have worked on onboarding over the years. We can take you back to its origin. We can take you to some of the new changes. That’s kind of what we’re gonna do here and talk a little bit more about it. So why don’t we jump right in? I think, you know, why don’t I ask this to you Beah? Why don’t we start with you? What do we mean by browser onboarding? Like what is effective onboarding and why do you think it’s important for a privacy browser to nail this?
    Beah: Yeah, so I think of onboarding as like, basically, the user’s first experience getting to know the app, what is this, how do I use it, and potentially beyond that first experience, could onboarding could last over multiple uses of the app or multiple days. But like the thing that you need to do to get a user from interested, sure, I’ll download it to like, I know how to use this. I know what this is. I know what the value is to me. I know that I want to keep using it ideally. And it’s really important, I think, for probably any app because many, I think for most app categories, the majority of users become non-users after one initial trial of the app, if not the majority, certainly a lot. And so that is a very important moment to show users what you are and what value you can bring to them. And to your question about for a privacy app or privacy browser, I think one of the challenges is that our apps are browsers with a built-in search engine, and all of that should just work. And the privacy protections that we’re providing, for the most part, aren’t really visible for intentional and just organic reasons, like we don’t want to get in your way, and like when, like the absence of bad things is just kind of invisible. So like, you know, I think it’s important for us in particular to like communicate in onboarding what actually is happening when you use the app.
    Mary: So there’s like an explanation component of like how to use the app. And then there’s sort of a first impression, like this is who we are, this is how you should feel using it. Bobby, like can you talk a little bit about the role of the more like emotive kind of relationship in onboarding?
    Bobby: Yeah, ultimately, there are, I think, stages to actually understanding and feeling connected with an app. And the first one is just knowing what it does. But there are stages beyond that which are feeling connected with what it does and really feeling like you understand it through experience, not just in theory. And so we try to reveal both through the tone with which we describe things and just really emphasizing demonstration and nudging you to try our features and see them and experiencing them for the first time and let you draw your own conclusions about whether that serves you.
    Mary: There’s this line in our current onboarding that’s like, it’s something about a tracker losing its wings. Beah, has that been in there since the beginning or is that like...
    Beah: Well, yeah, since I’ve been working on onboarding, which is like seven years maybe now, it was one of the first big projects that I worked on after I joined DuckDuckGo. Yeah, I think that, I mean, that copy was part of the, I think every time you browse with me, a creepy ad loses its wings. I think that copy came out of the very first version that we pushed live. And yeah, I don’t know. I think it actually hits with people. I mean, maybe, probably not all people, but just all things. I just remember, first of all, the early versions of that onboarding, some of the copy was super silly. I was hand sketching things and just saying whatever I wanted. And then our copy team had a little conversation with me and was like, hmm, maybe we can dial it down a smidge and I was like okay yeah maybe.
    Mary: It’s, yeah, but it’s a good example of what Bobby you’re mentioning and Beah, your point. Like, it’s like, how do you talk about what the product does, but do it in a way that develops that sort of emotional connection. And it’s a funny testament that it stayed around this long. Since you, go ahead.
    Beah: I was gonna say, I remember like user testing in like doing video user testing sessions with some of the early prototypes, which were like messy and weird and like hearing participants like laugh out loud, like chortle, say like wow and shriek or like, get mad. Like just have like an emotional reaction that like I definitely had not seen in user testing other components of the app. And I remember being like, I was still relatively new to DuckDuckGo. And I was like, this feels like it’s like doing something different, but maybe I’m just like, want it to feel like that. And I remember sending the videos to our like, kind of head of user insights and being like, am I wrong? Or is this like, are people like really having a reaction? And he was like, no, that’s yeah, they’re spitting their water out. Like, yeah, that’s interesting.
    Mary: A chortle. Haven’t heard one of those in many, many years. I mean, since you mentioned it, Beah, like what was onboarding before? So we were talking about onboarding as this like personality, emotive. We can get into who Dax is as we talk about this, but I’m curious, like when you started, when you were doing these explorations and these videos, like what did we have and what were you, what sort of made you start doing this? Like why did you start the exploration that you did?
    Beah: Yeah, it’s funny because we had these, I think the onboarding that we replaced was these tooltips that popped up as you moved around the app that were like, this is the fire button, it burns things, this is where you type, I don’t know. And I realized in retrospect after we launched this that on paper it was not that different. We went from tooltips explaining some of the features of the app to what we call Dax dialogues, our mascot Dax telling you things, but there were just a lot of details, I think, that made it feel very different. You could almost imagine the same onboarding coming out of the same written spec, like both, sorry, both very different onboardings coming out of the same written spec, but in practice and application, they felt very different.
    Mary: Hmm, that makes sense. Do you have, I know you have maybe some images to share at some point, but yeah, we can always throw these in in post. But I want to, if there’s, yeah, if you want to share, we can always take a look.
    Beah: Yeah, yeah, yeah, I can share things. I don’t know. Wait, okay, I think I can share things. Oh boy, I gotta do settings. You talk amongst yourselves.
    Mary: In the meantime, Bobby, I’m curious, like you came into onboarding. So Bobby came in and was sort of tasked. It was maybe your first project of how can we improve this thing that is working really well, which is not the easiest task. I’m curious, like, what was your first impression? What did you think was working? Where did you want to focus your time?
    Bobby: Yeah, I think, well, we’ve been talking about the feeling that we were trying to evoke from people. And one thing that immediately was already working in the version that Beah had previously done is helping you feel confident in the app about how to protect your privacy. And I think that’s a pretty high bar. That’s kind of a challenging thing. Privacy protections can be this vague, intimidating concept, but the tone and particularly using Dax’s voice to deliver these messages was not only unique to really any browser that I had seen, but certainly unique for a pretty serious topic and something that is somewhat technical to understand. So the first thing that stood out to me was that lighthearted approach and the lighthearted language while still being very clear that you can be confident that your protections are active and working for you. And then I guess the second thing I mentioned a little bit earlier, which is just really focusing on demonstrating and helping you experience things. The aha moment for me, and I think a lot of the user tests that we observed was when you see the trackers that are being blocked on the first page you visit and it names the companies. You can find that on any page in DuckDuckGo just by clicking on the shield in the address bar, but to reveal it and the first time you visit any page with trackers that are blocked, you see that list right at the top of the screen. And I think that is really illuminating and eye-opening to understand that it’s actually working and that these trackers might be even more prevalent than you think. And they’re probably popping up on nearly every site you visit, which I think is a good, both a helpful way to understand privacy protection in general and maybe a shift toward privacy browsers are actually good everyday browsers.
    Mary: And what were you trying to improve? Obviously you felt like that connection, that demonstration component was there. What were you hoping as you started watching these user testing videos? What did you want to change?
    Bobby: Yeah, there were a few things. I mean, we wanted to build on that really, build on using those tools, using the tone and using the demonstration mechanisms to one, highlight more features. So search wasn’t actually highlighted at all during the onboarding flow and we know users love our search. And so we wanted to help people experience that for the first time, notice that it has fewer ads than other search options. Second, we wanted to increase the trial of those features that we were highlighting. So there, that is a drop off, a potential drop off moment where people are like, I downloaded this, but I don’t actually have anything to do with it immediately. I didn’t come because I have one search in mind or one page I’m trying to visit. So they open it. They’re like, okay, I kind of get it. And then they close it and maybe forget about it. How can we actually help you just get through that flow, see how the features work the first time. And then also adding some concrete benefits when we’re asking you to set it up a little bit. So I can elaborate on this a little bit, but we really wanted to introduce the concept of this is a browser. You can directly compare it to your existing browser, Chrome or Safari, wherever you’re coming from. Almost everyone is starting with an existing browser. And so we want it to be familiar, but differentiated. And when we ask you to set those things up, how can we help you set it up as very familiar to what you’re already used to?
    Mary: It’s such a good point because we’ve even found, you know, like we get social comments, we get feedback from users. There’s just a lot of skepticism that it can work just as well because, you know, people have been told that you have to sacrifice your privacy for convenience, you know, for the tool, you know, the bookmarking, the sites to work as you want. And so there’s just a lot of built-in, well, it can’t work, it can’t work the same. I can’t use it the same. And so what you’re talking about is like that direct comparison. It really, it seems like it really addresses that straight on. So I’m not surprised that that was effective. Beah, do you have anything to take us back?
    Beah: Yeah, yeah. You were talking about the like, aha moment of seeing that we block trackers. Let me show you guys the, maybe, probably the first, this is like just a prototype in Figma, a design tool that we made. So that moment here, and by we made, I think I mean I made it, the design finesse is really something. So yes, this is the first version of that, Uncreepify it. Those arrows were just like, I don’t know, I need people to look at this URL bar somehow.
    Mary: Oh my God, look at the old Dax. Look at his skinny beak.
    Beah: Privacy grade. Yeah, yeah.
    Mary: Wow. That’s pretty good.
    Bobby: I’m sad I never got to experience the bent beak. It was already smoothed out and straightened out by the time I got here.
    Mary: Indeed, indeed. That’s really cool to see because even though obviously, you know, we don’t have the privacy grade anymore, Dax looks different. The structure of this has really maintained, which was just pretty cool to see.
    Beah: Yeah, I remember by the way to the point about like people have to understand this is a replacement browser and that it is in fact like good enough to... I remember one user testing fella who was like, you’d be a fool not to use this. That was like his takeaway. I think he used those words like, and I was just like, yes, like that is like, right, right? Why wouldn’t you want your browser to block this stuff? But yeah, it’s like he had to like get a certain amount of engagement with that, with what we’re trying to do in onboarding to really process and appreciate that and believe it.
    Mary: That makes sense. I mean, to your point from the beginning, Beah, it’s like much of the product benefits of DuckDuckGo are the absence of things. It’s like the absence of ads or trackers or cookie pop-ups. That’s actually really hard to communicate because you’re not usually switching and using both and noticing that difference. Is there anything that either of you remember working on this that was like particularly tricky to figure out how to explain or make emotive or find a way to communicate from that perspective?
    Bobby: I actually think one of the trickiest things, this isn’t related to those privacy protections, but one of the trickiest things is helping people understand how a browser fits with their OS basically and how to reconfigure their settings. Basically, one of the first things we ask you to do in our app is leave our app and go change your OS settings. That’s a tricky thing to explain that we want you to leave, but we also want you to come right back so that you can understand everything else. That’s a tricky moment. But I think more broadly in terms of privacy, we tried to introduce some consistency to help you feel that your privacy protections are active at all times. And so we use language like protections activated is on the second screen. And then we now have consistent usage of the screen shield that shows up in the address bar on our app, on our search results page, in our Duck AI products, all of which is supposed to just remind you and reassure you and help you feel confident that the protections are actually working for you. And we try to just show you one time what happens if you click on that. It shows you the details of what exactly is happening, what is being blocked, what is being prevented. And I’m reasonably confident that just that one use or an occasional tapping on those details helps you recognize that every time you see this green shield from now forward, behind there are those details, but you don’t need to worry about them most of the time. So highlighting that I think can be a really effective way to minimize distractions in your everyday usage, but introduce it with a reinforcing mechanism as you do.
    Mary: How do you think about the cost of onboarding? Like, you know, someone has downloaded this app. I know you said, Bobby, that people won’t always have one search they have in mind, but they’ve downloaded it to probably do something. And we’re, you know, when you create an onboarding experience, you’re saying, before you can do that thing, you have to do this. Like, how do you think of that trade-off of like the user intent versus like what we want them to know and appreciate about the product that they’ve downloaded? For either of you.
    Beah: Yeah, I mean, we struggle with this quite a bit and like, and there we get feedback that people don’t want to go through onboarding and we’re sympathetic like, you know, most internal employees who work on the app have gone through onboarding approximately 7,583,000 times like, I get it. And in fact, we’ve experimented with giving people a big skip option. And even when it’s just an option, and we don’t make it super, try not to make it super tempting, but try to let people really self-select in. It has actually harmed retention as we’ve been able to measure it, which is sometimes a tough metric to move. So yeah, it’s tricky. We try really hard to just, I think, pick the content that is most relevant and also make it easy to dismiss and get out of the way if you’re halfway through and you’re done and not having it. And Bobby’s done a lot of work on that, like just making it more dismissible.
    Bobby: Yeah, we, I mean, we do, every screen is dismissible. So if you’re just not, if you’re trying to get to something right now, you can just click the X at every point and do whatever you’re trying to get done. And then we’ll still introduce some contextual nudges and tips as your path unfolds. But one other thing to mention about the efficiency versus like the efficiency of getting through onboarding versus helping people really understand and learn the benefits. That is in user testing, the most common challenge in really understanding are people getting through this or are they just annoyed by it? I really believe that Dax’s tone gives us a little bit of leeway and offsets some of the frustration because you can literally, as Beah mentioned, you can hear people laughing and smiling as they go through something. I think that automatically offsets a little bit of the, am I doing this? Because at least you’re not having like being forced through what feels like a lecture, hopefully. That’s what we aspire to. I know some people still do feel that and they still feel like even in that tone, or especially in that tone, it’s kind of annoying. But ultimately, I think more user testers feel really good and smile and recognize that they’re having a little bit of fun on their day also.
    Mary: Who could get mad at the duck? Come on. So cute. Yeah, terrible. All right. Before I wrap up, is there anything either of you want to say about onboarding that I didn’t ask you or anything you want to call out?
    Beah: Maybe just riffing off of what Bobby was just saying, I think when we originally worked on this format, the thing in my mind was really a video game. I’m not a gamer, so I don’t know what the language is for the video games where you’re exploring a world and you get the dialogues. I think I’d been recently introduced to Animal Crossing, probably COVID times. So maybe there’s some inspiration in that.
    Bobby: I’ll just say one more thing, which is that we’re doing even more. We’re still working on onboarding. We’re always trying to improve it. So we’ve got some new and exciting stuff coming soon that I think will make it even more illuminating and hopefully a bit more fun.
    Mary: Yeah, and I can attest that Bobby reads all user feedback related to onboarding. So if you have some, please share. I can guarantee it’ll be read right over there. All right, closing rapid fire questions. I’ll ask you both just to. Beah, how long have you been at DuckDuckGo and why do you work here?
    Beah: About seven years, or maybe coming up on eight, so a while. Why I work here, because I get to hang out with people like you and talk about fun things like duck onboarding.
    Mary: Love it. Bobby, same question.
    Bobby: I’ve been here a little over two years and I guess I work here because I used the product for a very long time and I liked contributing to something that I value. Particularly like I came probably for the unpersonalized results and I stick around to help more people discover them and improve them.
    Mary: Hmm. Okay, that answer didn’t involve me at all, but fine. Yeah, yeah, I preferred Beah’s answer.
    Beah: I felt upstaged like Bobby was like taking the high moral ground. I’m like, okay, it’s just rapid fire Bobby like, but cool.
    Bobby: I was anticipating another question, but maybe not which is where I was gonna mention you, Mary, but personally, by name and how much I love working with you.
    Mary: Nope. Nope. No, we’re cut for time. Cut for time.
    Bobby: Alright, fine.
    Beah: I work here because I like seeing Bobby dress up in Dax costumes.
    Mary: Yeah, famous for it, always. Yeah.
    Bobby: That’s a good one. Well, something that surprises me about working here is that not only are people very smart, but they’re also very funny. You two are very funny and there may be some other very funny employees, which keeps every day entertaining.
    Beah: Thanks, Bobby.
    Mary: Yeah. It’s actually, I said something similar, when I answered this question. So that’s interesting. All right. Thank you both. Thanks, everyone for watching. See you next time.
    Bobby: Thank you.


    This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit insideduckduckgo.substack.com
  • Inside DuckDuckGo

    Duck Tales: How we work at DuckDuckGo — remote-first, with memorable meetups (Ep20).

    25-02-2026 | 27 Min.
    In this episode, Beah (Chief Product Officer) and John (People Ops) discuss aynchronous working, no meeting days, and the role of face to face meetups.
    Disclaimers: (1) The audio, video (above), and transcript (below) are unedited and may contain minor inaccuracies or transcription errors. (2) This website is operated by Substack. This is their privacy policy.
    Beah: Hello, and welcome to DuckTales, where we go behind the scenes at DuckDuckGo and discuss the stories, technology, and people that help build privacy tools for everyone. This is my dog, Friday. He’s appeared in other episodes. So in each episode, you’ll hear from employees about our vision, product updates, engineering, or our approach to AI.
    John: Hello.
    Beah: In this episode, you will be hearing about our approach to remote work. I’ll quickly introduce myself. I’m Beah. I am on the product team at DuckDuckGo. Then, John, I’ll let you introduce yourself.
    John: Thanks, Beah. Yeah, my name’s John. I work on the People Ops team at DuckDuckGo. You can probably hear from my accent. I’m one of the couple of members of the team that’s based in the UK. So my job is predominantly around meetups and a little bit about culture, but predominantly about meetups and how we meet up in person and a little bit virtually as well. So yeah, that’s my role here.
    Beah: Great. Yeah, so that is a good segue to jumping right into talking about how we work remotely and how we connect personally given the remote circumstance. So maybe just before we get too deep into the details and what we actually do, can you describe, John, just like what we even mean when we say that we’re a remote company?
    John: Yeah. So in very simplistic terms, I would see being a remote company as us not all going to one central place to work. You know, we don’t have a big office building that we all come into either on a semi-regular or, you know, an everyday basis. So that is people probably predominantly working from home, but not necessarily. We have ways and means at DuckDuckGo for people to work, you know, in a co-working space with other people if they need that or if they have circumstances at home where they need to. Essentially, there’s a choice and a trust in where people work. We feel, you know, there’s pros and cons to that, but we feel there’s a, you know, overall a net positive, I think, to that way of working. So that’s the way I would think about it, that we work in that way. And then to facilitate that happening, you know, all companies will have tools to, you know, online digital tools to allow people to collaborate and move their work forward. But we maybe think a bit more or maybe have a few more tools that allow us to collaborate digitally and make sure that we do what we need to do online essentially and digitally.
    Beah: Do you know, you might not, but do you know how many people do work from co-working spaces or somewhere social that is not their home?
    John: Yeah, not too many in the company. So we offer a financial element for everybody if they want to work in a co-working space. I think we definitely have a handful of people, certainly in our organization, who pretty permanently work in co-working spaces. And that may range from family circumstances or living circumstances, whether it’s just difficult to work from home, through to people that just need that kind of social interaction each day. And that’s what makes them more productive. I think there’s a handful that work fairly permanently from coworking spaces. And then there’s definitely a good chunk of the organization that will treat themselves for a day in a coworking space, maybe once a month or meet up with somebody to work with. But yeah, I’d say that most of our team day to day will work from home, really, have a set up at home. Yeah.
    Beah: Yeah. And I guess, I mean, we have, maybe I’m getting ahead of the conversation, but we also have plenty of locations where there’s like clusters of DuckDuckGo people, like a dozen people or five people or just three people, and they will sometimes get together, either like work together or just like grab dinner, grab lunch, right?
    John: Yeah. And that’s happening more and more as we, you know, as we get bigger. You know, I had a quick look at our stats before we started this conversation, you know, 10 years ago, we were around 30 people. So, you know, meeting up was much harder. Now, you know, 10 times that amount. You know, for example, I know there’s a meetup happening in Spain. I can’t remember if it’s Barcelona or Madrid, but there’s a meetup happening soon just because we’ve had a lot of new starters start in that region. So somebody thought, well, that would be nice. We can get to our different types of meetups and how we arrange that. But that’s really cool. We’ve had a few people start in Spain and someone’s thought it’d be really nice to meet up in person. So yeah, whether that’s sometimes dinner or just a co-working day, we’re becoming more and more common.
    Beah: Okay. I actually am in the midst of planning a family vacation to London and we have a ton of folks there and I am gonna try to plan a meal and see as many people as are willing to come meet me for a meal.
    John: Yeah. You see, that’s nice. That says something that you don’t want to have for your holiday and completely not see anybody from work. That’s kind of nice. There will be some people who don’t want to do that. But yeah, that’s really cool. That’s really nice. Yeah, we’ve got a lot of folks in London.
    Beah: Yeah. Yeah, I actually like that. It’ll be cool for my family members to meet folks too, because they, especially as we’ve gotten bigger, they know fewer and fewer of the people that I spend my day with, and so I’m excited.
    John: Yeah, yeah that’s nice, that’s really cool.
    Beah: Okay, all right, I kind of got us a little off track there, but I think that’s okay. So tell me a little bit about like, you know, given that we’re just everywhere in the world, how do we do meetings generally? What kinds of meetings? How do we talk live to each other?
    John: Yep, no, don’t worry. Yeah, I mean, taking a step before how we do meetings, I would say we make an effort in some ways not to do meetings if we can, let that go. So another way of thinking of working remotely or as we, it’s a bit of a pretentious term, asynchronous working or async working. I know when I said that to my family, they were like, what? I was like, essentially we work online, but we write a lot of stuff down. That’s the way I would think of async working. We maybe write more stuff down than a lot of other companies would. So I would say we don’t try and avoid meetings for the sake of it. But I would say that if we can, we try to do things async if we can. And even if we do have meetings at DuckDuckGo, we try and do as much prep before that to save as much time in those meetings as well. And I know I found it slightly disconcerting, but also amazing when I joined DuckDuckGo that sometimes we had a meeting in the diary for half an hour and in previous organizations, half an hour wouldn’t have been enough to cover it. But not only that at DuckDuckGo, we finish the meeting sometimes in like nine minutes because there’s been a lot of chat before the meeting and you sometimes feel like, well, this feels a bit too easy, but it’s because that work has been done already and the meeting is just a really important thing for us to align and if there is anything else. You know, we, other people have maybe talked about this on this, we, Wednesdays and Thursdays are non-meeting days for us in terms of standing meetings. You know, we try and keep those, well, we do keep those for deep work. We don’t make exceptions to that rule. So we do use Zoom, you know, for, and we have, and I really like this, we have a number of processes, I guess, whether that’s kicking off a project or post, what we call post-morteming a project where we, I would go so far as to say we mandate, don’t we, getting together in person, we think getting together on Zoom is important to do those meetings. And we don’t make exceptions to that. And that’s what I mean by having sometimes a very quick meeting, we decide what processes require a meeting. So yeah, most of them done through Zoom. I think it’s very rare at DuckDuckGo to have really more than a half hour meeting, isn’t it? For most project kickoffs and post-mortems team meetings, maybe a little bit longer, but even then we pack quite a lot in. So yeah, most of our meetings are done online and we try and keep them as minimal as possible and as useful as possible. Yeah.
    Beah: Yeah. Yeah, I mean, the way I think about it is like, we, I feel like we try to, you know, reason from first principles about when a meeting is the right venue for something rather than defaulting to meeting. And so there are times when that is absolutely critical. Then there, and there’s times when it’s actually like not the best way to make a decision or come to some conclusion or a hybrid is the best model, like you said, of thinking it through, writing it down ahead of the meeting, meeting to pull out the nuances, do the things that happen really well live. And then also we try to like, you know, we kind of have a principle of like a decision isn’t really made in a meeting. Like a decision can kind of be discovered and cultivated and then we kind of like write it down because there are times when you’re like, you’re caught up in the moment of the meeting and maybe the social dynamics or I don’t know, you’re just, you’re thinking on the spot and then afterwards, you know, in a moment of reflection or writing like, you think, well, maybe that’s actually not the logical answer.
    John: Absolutely, yeah. And I think another thing I found about meetings at DuckDuckGo, you know, I’ve been here about three years and this is no slight to any other organization I’ve been at, but it also feels slightly disconcerting not giving really any status updates at meetings. Like we tend to dive straight in because we assume that everyone attending that meeting is aware of the things we’re going to be discussing at that meeting and is relatively prepped for it. We know everybody’s busy, but relatively prepped for it. And as you say, it’s almost like converging on a decision and that can feel slightly strange compared to other organisations where you are sometimes in meetings spending your time getting people up to speed. I don’t think we do that a lot at DuckDuckGo. We tend to all enter a meeting pretty much knowing why we’re there, what our role is in that meeting, why we’re there to discuss what we’re discussing, you know. So that feels great as well. When we do have a meeting, it feels purposeful in that way. Yeah.
    Beah: Yeah, I mean, okay, so maybe in contrast to the somewhat throwing shade on like spending too much time in a meeting, there is value in all being together, you know, via Zoom and in person. Let’s talk a little bit about the in person part or a little bit more because we kind of touched on it. But what do we do in terms of getting people together?
    John: Yeah. So we, this again, when you are a company that is evolving and growing at the, you know, there’s companies that, you know, will grow people wise a lot quicker than us, I get that. But when you, when you do sort of grow tenfold, that can be, feel quite dynamic in terms of how we do it. So that is still constantly changing and we’re working out what works best for us. As a principle, everybody will meet up in person at DuckDuckGo generally twice a year as a minimum-ish. So our functional teams all have an opportunity to meet up once a year somewhere in the world and they will get together. And then we have an all company get together. Yeah, good point. So we work across objectives. So
    Beah: What do you mean when you say functional teams?
    John: I know other people have discussed this in this podcast series before, but we work across objectives rather than always in those functional teams, but we do have a home. So we have, for example, a design team, a certain engineering team. You’re in the product team, I’m in the people ops team. So we will have functional meetups once a year with those teams, me and my, there’s nine of us in the people ops team. So we will get together once a year. And then we have an all company meetup, which is again, once a year, we hold them at a cadence where they’re roughly six months apart. So everybody can sort of see somebody, see people in real life every six months at least. So they’re the two main ones that we do. We do co-working meetups as well, which is a lot of fun. So anybody can suggest a co-working meetup. We don’t cover absolutely everything for that, but we give people the opportunity to book office space and hotels, et cetera, to meet up as a co-working meetup.
    Beah: Okay.
    John: And then aside from that, and this is another thing I really like about DuckDuckGo, we have a high level of trust to then allow people to meet up really in any way they feel is beneficial. And we have checks and balances on that, but most of our objective work is done online and is done not in person, but every now and again, an objective will want to meet up. Somebody will feel it’s important for the, let’s be really honest, every company there will be certain objectives that feel straightforward and there are other objectives where actually getting together in person might iron out some problems or might feel the right thing culturally for that objective. So we do have some objectives that choose to meet in person as well, which is, you know, it’s a big ask of people to do that as well. You know, there’ll be two types of people and then everybody in between around whether flying halfway across the world for work seems really exciting and thrilling. And there will be people that always feel that and people that are absolutely like, oh no, whatever they need to, they’re a home bird or they’ve got family or whatever, or travel’s not their thing. So we want to make sure when we do bring people together, it’s really meaningful and it resonates with people.
    Beah: Yeah. Yeah, that’s very much on my mind. In the past couple weeks, I’ve been working with the product team to pick a location for our upcoming meetup. And there’s definitely a lot of people who are torn between wanting to go somewhere exciting and new, but also do I actually want to arrive at this thing coming off a red eye with however many hours on a plane versus a more convenient location that’s maybe a little bit less exciting. So tell me a little bit about like how we generally outside of that anecdote pick locations and dates for these in-person events or meetups.
    John: Yeah, the dates is relatively simple. We have a, as I say, a cadence of, we try, it’s pretty flexible, but we try and have a six month cadence between those functional meetups and the all company meetup, which just feels a nice balance. So our functional teams, we try and get them together sort of March, April, May time. And then we do our all company meetup roughly six months later. And we do that, you know, September, October, November kind of time, roughly. Sure.
    Beah: Can I interject a detail about the timing of the meetups? So we used to just say, basically pick it. Well, several years ago, we were just like, it’s all on you, functional team. Just do what you want to do in terms of dates. Then we kind of said, try to do it in the spring, that sort of April-ish timeline. And then, and now, I think maybe this year or last year for the first time, we’re like, try to do it in one of these three weeks. And the idea there, I think we’re still, it’s like, you can tell me if I’m wrong, but still open to evolving that model. It’s a little bit tricky when you have two months where there’s always one or two teams missing at a time, so consolidating that. But we also don’t want to force teams to pick a single week that might not work for that team, and so trying to find the right balance there.
    John: Exactly. Yeah, exactly. What you’ve just said there, I think could be applied to so much stuff at a company like ours that has gone from 30 people to close to 400 people, where you want to keep that magic. You don’t want to become a really processy policy based company. That’s not what we want, but you’re absolutely right. As teams get bigger, we just need a few more guardrails on it and a bit more guidance. That’s what we’ve tried to do over the last couple of years. So you’re absolutely right. With this year, is the first year we picked like three core weeks where we said to teams, if you can go away during those three weeks, brilliant. If you can’t, the main goal is to get people together. So there’s no point going away as a team of 15 people, if only three of you can make one of those weeks, you know, so we will. And that seems to have worked pretty well this year, sorry, there’s one week where we’ve got, you know, close to half of the organization out for a week, which sounds odd, but it means we can kind of shut down for a whole week. And everybody’s aware of that and then start fresh the week after.
    Beah: Yeah. Yeah, yeah. All right, maybe not shut down if half the company’s available. I do, I do, yeah. Yeah, you rip the bandaid off basically. And I should clarify, at these functional team meetups, the agenda, it’s not work as usual. I think everybody’s using their best judgment and if there’s something that is time sensitive, sure, they might be progressing something or unblocking something, but like the majority of the agenda is about like taking advantage of being together in the room and working through things outside of the normal flow of work.
    John: No, shut down, clearly. Yeah, but you know what I mean. You can put it into your project planning. Exactly. Yeah. Absolutely, yeah. So it’s not work in its traditional sense. Every team will do what’s right for them, but I think we all work in a similar way, this is how we guide teams to do it. So if I look at my own meetup with my team, we didn’t sit down and do core people-based work, but we did some sessions where we had some special guests and other teams kind of sign in on Zoom while we were all together in the room and we had little chats with other people at DuckDuckGo about AI, for example, and we had someone from the data science team talk to us about evaluation methods, because that’s something we do a lot of. So we will absolutely have some work based chats and we did some personality stuff, which was kind of fun. Yeah, the rest of the time is just hanging out and it’s pretty unstructured hanging out. We do give some guidance on what kind of works well for teams, especially bigger teams. It probably goes without saying with our company, but we’re not, you know, unless the team wants to, we’re not going to a riverbank and building a raft. It’s not, and doing trust falls. It’s not that kind of, that’s not what our meetups are about. We want people to just organically hang out. So, you know, we do do activities. Actually that does sound all right. That does. It’s yeah, but we definitely want the teams to have the choice of what they do essentially and what works well for them. So.
    Beah: Going to a riverbank and building a raft sounds great. But okay, that’s just me. That’s just me. Yeah. Yeah.
    John: So yeah, so that’s the content on them. And go back to your original question. Sorry, go on, go on.
    Beah: And, and no, well, so in terms of like the whole company meetups, I think kind of the same principles apply, right? Like we are, it’s not like, it’s not trust falls unless you really want to do trust falls in which case you can do trust falls. You and I are definitely doing trust falls. I feel like this whole conversation is a trust fall. And it’s not, but it’s also not really like decision-making work, right? I mean, I’m thinking now about the whole company meetup. We’re not coming together in the annual, it’s not like an annual meeting of business where we’re trying to resolve things. I mean, you talked about just relationship building is a big part of it, getting to know each other. And then I think, but you tell me how you think of it. It’s like the other big component is kind of basically learning, like context building and learning from each other. No, you tell me the correct answer.
    John: No. Exactly that. No, exactly that. There’s probably a main aim for it and then some sub aims that we have for it and objectives. The main aim is, our chief exec Gabriel will talk about this when he stands up at the start of the meeting, it’s to hang out. It’s to spend some time together. And if you look at it in business terms or psychology terms, that’s about trust building, that’s about collaboration. But essentially it’s hanging out. It’s getting to know people face to face. And we really evaluate our meetups, but there’s a certain amount of sort of unmeasurable magic that comes with that, that just feels nice about being at those meetups. So yeah, we do some work sessions in the morning. As you say, explore each other’s work that we’re doing. We do some pretty informal sessions, presentations, and a lot of the time when I say presentations, it may be just a couple of slides and then a chat about an objective and people can go and learn about what everybody else is working on.
    Beah: Okay.
    John: Even those can feel pretty chill. And I can tell we do them in a chill way when I go and speak to the venues. You know, we might book out seven rooms at a venue and we’ll have concurrent sessions going on. And the venues obviously work with companies where they’re very, how many chairs do you need in this room? And what do you want us to do with the empty chairs? And is everybody mic’d up? And do you want us to, and it’s like, it’s just cool. If the mic doesn’t work, we’ll all just have a chat. And if there’s not enough seats, I’ve seen people sitting on the floor and that’s not ideal, but it’s fine. We’ll be all right. We’ll be cool. So even that has a chilled feel. And then, yeah, we spend the rest of the time at our all company meetups doing fun stuff really. And go back to the point of, none of that is mandated. So if you’re somebody that finds it a lot and it is a lot coming away for a week and being with 300 colleagues suddenly, it’s a weird thing. It’s a lovely thing, but it’s a weird thing and it can be tiring. So we don’t mandate anybody doing anything really. We want everybody to come along to the work sessions because that’s a really nice opportunity to hear about what the organization is doing. So that’s as close as we get to mandating something. But in the afternoon, and this is what I love about DuckDuckGo, it’s a lot of self-run things that people at DuckDuckGo are passionate about. So we’ve got a lot of people that are passionate about board games. So I don’t arrange any of that. I literally find a space and someone at DuckDuckGo will set up a board game room. You know, we have a chess tournament, we have art classes, we’ve had writing classes in the past, we do a lot of sporty stuff. You know, people that are passionate about basketball or softball, actually people that aren’t passionate about those will go along and just hang out and have fun at those. So yeah, it’s a very chill environment, a very, and that seems to work. It seems really nice. Yeah.
    Beah: Yeah, I love personally that I do all the sporting stuff even though I’m not a very skilled athlete. I would say I’m passionate but not skilled. Like the only time I play basketball, soccer slash football, softball is once a year at the company meetup. But I love it and it’s so cool because like I actually, I didn’t play, this was the first year that I played soccer slash football. And I’ve never in my life been a soccer player. And there’s people at DuckDuckGo who have played borderline professional football in Europe. Like, people who have actually played on teams where people are getting paid to play really well. And then there’s me who did not even play in a kids league in the US. And somehow it is just magical to like see how the teams come together and just the level of camaraderie and respect and everybody kind of meeting each other where they’re at. I was genuinely a little nervous that it was going to be like, that I was going to be, yeah, or that people would kind of feel like it would be annoying to have me on the team. Like, well, maybe it was, but nobody acted like it was. So I had a great time. I had a great time. Yeah.
    John: Yeah, super competitive and... I didn’t hear anybody saying that. There wasn’t any, yeah, it’s cool. I think for people, you know, there might be a lot of people listening to this going, how cool does that sound like going away? And there is, I always think my job is one of the most fun jobs in the world. Like I’ve got such a cool job. I get to go out and sort all these fun events. You know, I’m not sorting an Uber like to the minute work event where I’m very stressed about this person coming on stage at the right time. So we’ve not got that, which is lovely for me. And then the stuff I do arrange is things like, yeah, I’ll book a softball field for people. And it’s such a lovely job to be able to do that. But I do always say to people, like, if I was doing that for entitled people, my job would pretty soon be terrible. Like if I had a bunch of entitled people turn up, because, you know, things go wrong at these things, or, you know, people are tired from travel and that’s for me, what is lovely about our meetups. It’s full of people doing lovely stuff for the other people at DuckDuckGo. Like if they’ve got a passion, as I say, like, you know, I’ll get a ping, hey John, I’m really passionate about this role playing game that we do. Could we do it in the meetup? Of course, yeah, that’d be great. So it’s self-organized and you just get happy people doing fun stuff and it’s lovely. Yeah, a bunch of unentitled people just enjoying themselves. It’s nice, yeah.
    Beah: Yeah. Yeah. Yeah, I know now we’re just in the realm of like, we’re so great. Such a lovely group. Tell me like, before we wrap this up, I think this podcast has gone longer than most because I mean, really, what were they thinking when they put the two of us in a room? Were they thinking that it was going to be 12 minutes?
    John: It’s so nice. Yeah, it’s so lovely. Yeah, sorry, that’s me. I know and it’s fun to talk about travel rather than, you know, email security or whatever, it’s a lot of fun of course but I’m just saying yeah sorry cool.
    Beah: Yeah, it is fun. So tell me though, are there any like, is there like a magical meetup moment that we haven’t already mentioned that you want to cite?
    John: I guess I’m so cliché, but I think most of the magical moments are kind of the smaller ones really. You know, from people doing events, like I, I’m normally running around doing stuff, but the year before last, I did get to play like soccer and stuff. So I agree with you. Like that sort of stuff is kind of feels fairly magical for me. It’s like the smaller stuff. So, you know, when I, to sound like a proud parent or something. When I wander through the hallway and you maybe see, I don’t know, our CTO who’s been here since almost day one sitting with a new starter who’s been here a month from marketing and then maybe an engineer in that team and you see them all just having a coffee together. That’s kind of a magical moment because that doesn’t, we do engineer that to happen a bit virtually but they still, I don’t care what anyone says, there’s still that slight cringey, slightly awkward thing about virtual socializing. There is, isn’t there? We remember it like during COVID. Like it was fun and we had to do it and we did Zoom calls with the family and stuff, but it never feels quite as organic as like real life. That for me always makes me smile at the meetups when you see a group of unexpected people together doing things. That feels like a sort of a magical moment. I guess for me as well, I would say like we’ve evolved it the last couple of years, but our welcome session always feels really magical. You know, this year was the first time we did that in the evening. And it was a bit of a celebratory thing. So I know you were on stage sort of talking about product stuff and we had a number of people that felt really cool in terms of a celebratory element of where we’d got to over the year and an update of where we were at. But still a good laugh, you know, and people really, you know, getting involved with it with the vibe of it and stuff. So, yeah, I would say those are the magical moments. I guess if people are like hearing that and going, he sounds a bit corporate saying that. I’ll be really honest, like, we’ve stayed in some like beautiful properties as well, like not necessarily like really posh, but like in beautiful places. So you do, I’m sure the vast majority of people who work here, sometimes when they’re getting a coach in the airport and it sort of takes that last turn and you’ve got like a mountain range, for example, and like this old hotel that you know is all of ours and there’s a lake and it’s like, wow. So that I think for a lot of team members that feels a bit of a pinch me kind of magical moment I think that always feels nice yeah.
    Beah: Yeah. Awesome. All right. Well, I think we’ve officially deeply exceeded the time limit. So I think we should wrap John. Yeah. I think so. I think people, I think people would listen to that.
    John: Yeah. Okay, let’s do that. We’ll do like a three hour, we can do a three hour version, the two of us. Yeah, like we can do a long form. For our subscribers, that’s what podcasts do, isn’t it? We have a short, okay, as long as we get him or her as an audience. Yeah, that’d be great. Yeah, no. Thanks, Beah. It’s been fun. Yeah, cool. Yeah, you too. Thank you. Cheers.
    Beah: My dog would. Yeah. Yeah. Okay. Well, thank you so much. It was nice. Yeah, nice chatting. All right. Later.
    Sonnet 4.6
    Claude is AI and can make mistakes. Please double-check responses.


    This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit insideduckduckgo.substack.com
  • Inside DuckDuckGo

    Duck Tales: Why DuckDuckGo acquired Removaly to expand its privacy offering (Ep.19)

    18-02-2026 | 11 Min.
    In this episode, Cristina (CMO) and John (Marketing, previously co-founder of Removaly) discuss the acquisition process, adjusting to DuckDuckGo culture, and how Removaly has informed our customer service and product strategy.
    Disclaimers: (1) The audio, video (above), and transcript (below) are unedited and may contain minor inaccuracies or transcription errors. (2) This website is operated by Substack. This is their privacy policy.
    Show notes: Learn more about the DuckDuckGo Subscription, including Personal Information Removal.
    Cristina Hi, and welcome to DuckTales, where we go behind the scenes at DuckDuckGo and discuss the stories, technology, and people that help build privacy tools for everyone. In each episode, you’ll hear from employees about our vision, product updates, engineering, or approach to AI. I’m Cristina on the marketing team, and today we’ll be talking to John about DuckDuckGo’s acquisition of Removaly, where John was a co-founder and is how we were lucky enough to get him on our team. John, would you like to say hi and introduce yourself?
    John Yeah, absolutely. I’m John Bourscheid. I’m also on the marketing and communications team. I dabble in basically everything digital marketing, customer support, SEO, and I’m really glad to be here.
    Cristina Thank you, John. So in 2022, DuckDuckGo made our first acquisition, Removaly, to accelerate building the DuckDuckGo subscription, which today includes a VPN, personal information removal, identity theft restoration, and advanced AI models. So John, first question is an easy one. What was Removaly? What problem was it solving?
    John Yeah, absolutely. Removaly was a small startup in the data removal space. It was geared towards helping users remove their personal information from data brokers and people search sites quickly, effectively, and completely hands off. We automated the removal process. We provided users with real-time dashboards on removal progress, and we scanned daily to ensure that removed personal information stayed offline. Opting out of those sites manually is pretty complex, which is where services like ours came in.
    As far as problems, our user base really faced like a full variety of problems from general avoidance of public facing personal details to more proactive removal just for privacy sake to reactive responses from things like doxing, swatting, stalking, you name it, honestly.
    Cristina Yeah, those are scary, serious problems. Even for someone who hasn’t faced those problems, but is just on a search for their name, it’s super creepy having all that info show.
    John Yeah.
    Cristina So what was it like building and scaling Removaly?
    John It was awesome. My co-founder Kyle and I, we were the only two employees at Removaly outside of an awesome part-time support specialist we hired towards our final months of operation. So Kyle and I started kind of ideating in late 2019. At the time we both had full-time jobs, so it was more of a side project for us. The business was just bootstrapped by Kyle and I from day one. We put our own money into it and we never raised any investor money at any point.
    So we spent 18 months building and testing the product. Kyle handled the full stack of our dashboards and automations, and I built our public facing site and handled the marketing, communications, and growth aspects. We dabbled in each other’s spaces just to kind of test and validate things. And at the time we were the only US-based and self-funded data removal service, as well as the only service that scanned daily. And I think we still were. As far as scaling goes, we focused mostly on content marketing in the interest of both costs and longevity.
    We offered free opt-out guides for every site that we covered with our paid service. We did comparison guides between us and competing services, and we offered extensive privacy resources. That content quality really led to extensive organic traffic for relevant search terms, and then active engagement in communities such as IndieHackers, Reddit, and Twitter really helped us grow via word of mouth. But besides the daily scanning, our other main differentiator was support.
    While there were only two of us working on Removaly part-time, we offered Live Chat, which was super effective in gaining insights into what our existing and our prospective users were looking for in a service. We took this feedback to heart and we used it to iterate on our own product wherever we possibly could. While it definitely made the scaling aspect super difficult, it really wasn’t impossible, it was just exhausting. And this is honestly one of the main reasons that Kyle and I followed through with getting acquired by DuckDuckGo.
    Cristina That does sound exhausting, but kudos for really listening to users and really wanting them.
    John Absolutely.
    Cristina What were your initial thoughts and what was the acquisition process like?
    John The first signal we got was several DuckDuckGo team members signed up for Removaly on the same day, including our founder Gabriel. When DuckDuckGo first reached out to connect with us, we kind of assumed that they were looking at offering our services to their employees as we were actively working on entering the B2B space with Removaly. Whenever they reached out and floated an acquisition, we discussed it a lot.
    Everyone we interacted with on the DuckDuckGo team was awesome and the acquisition process went relatively smoothly. It was extensive and thorough for sure. It took about six months from start to finish, but we brought on a guy named Sean Flynn to assist from a mergers and acquisitions perspective as it was totally new territory for both Kyle and I. And he did a great job helping guide us through the process to an amicable conclusion. This is kind of where I dropped the big claim to fame that Kyle and I have of we never met in person until the day we had acquired. In fact, the entire Removaly product was built and for the first year it was run without us even having a phone call. The whole thing was done on Slack.
    Cristina That’s incredible. And it reminds me of DuckDuckGo’s founder and first employee meeting online. I guess it meant you were well prepared to work in our fully remote company.
    John Yeah, for sure.
    Cristina So what was it like joining DuckDuckGo, figuring out our culture, processes, and going from a team of two to 200?
    John To be honest, the way things that are configured and structured here made it a breeze. Every aspect of DuckDuckGo is meticulous, it’s thorough, and it’s well documented. So learning the ropes here was super simple compared to prior workplaces I’ve been at, at least in my experience. The culture here is really unlike anything I’ve ever experienced anywhere I’ve ever worked. Having built Removaly entirely on Slack, we got used to documenting everything we did.
    This translated super well to DuckDuckGo’s cultural strategy of working in the open, which makes questioning assumptions and validating direction a really natural step in the process.
    Cristina Did anything surprise you?
    John To be candid, we first assumed that the privacy first aspect of DuckDuckGo was less important than dollars, as is the case with pretty much every other tech company we came across.
    After all, how could a company really have such name recognition and growth with so few employees while leaving a bunch of money on the table? But after we digested the company culture and the processes and the principles and how things are run, it was obvious that we were way off in that assumption. I’ve really never seen a company like this where we just truly take privacy seriously, put it at the forefront of everything we do and do so purposefully, even at the detriment of revenue. It’s really impressive and admirable. And I’m really glad to be able to be part of a great crew.
    The motto that we don’t track our users is not really just fly by night. It really is how we do things here. And it consistently impresses me even over three years into this.
    Cristina I agree. And what can I say except we talk the talk, we walk the walk. As challenging as it can be, it’s a big part of what makes working at DuckDuckGo so special.
    John For sure. Yep.
    Cristina So how has Removaly informed DuckDuckGo’s personal information removal?
    John Yeah, so the initial plan was to deconstruct Removaly completely and then rebuild it with stronger privacy controls and rebuild it on device, which was and still is a major differentiator in this data removal space. For a bit, I was focused on assisting in this endeavor wherever possible using my very, very scattered skill set. The on-device aspect was pivotal to truly ensure users’ privacy, and it took a ton of development and testing to make it a reality.
    There was, to me, a lot of awe and admiration that I felt watching Kyle essentially build a business from scratch by hand in 18 months with Removaly. I really got to relive that from a totally different perspective watching several of the most talented developers and designers I’ve ever seen do it all over again on steroids. It was super, super cool to watch.
    Cristina So what’s next for personal information removal?
    John The data removal space has gotten super turbulent in the past few years to the point where some of our competitors have shut their doors completely. It’s a constant battle with people search sites to effectively and automatically process and submit these opt out requests for people. Despite this, we’ve kept our heads above water. We figured out connections between sites and we’ve been reworking our processes to effectively continue to remove personal information automatically for our subscribers.
    The regulatory space for data brokers is also changing constantly. We’ve been working on collaborating with other services and regulatory agencies on the most effective ways to keep this dissemination of personal information at bay. So it’s a constant battle, but we’re in the fight for the long haul.
    Cristina Yeah, a never-ending challenge, isn’t it? I love looking at my dashboard and seeing removed, all clear, but I know there’s a lot of work to keep it that way.
    John Truly. It sure is. Yeah, there’s a whole factory behind the scenes working on it.
    Cristina Well, the last thing I want to touch on is that Removaly was known for customer support. How has that transferred to DuckDuckGo?
    John Yeah, okay, so I mentioned our customer support briefly a little bit ago. That was another piece that I really wanted to foster at DuckDuckGo. And to do so, I helped lead the charge to develop our streamlined customer support strategy for this subscription. Then I kind of stepped into a pseudo support specialist role and over time I’ve cleared, I think it’s about 14,000 tickets and user concerns across the subscription space one-on-one while also contributing elsewhere across the company.
    The support aspect was really critical to me and my own convictions when it came to running and growing a successful subscription product. And I’ve been a vocal, probably annoying at sometimes, proponent of a customer first focus for the subscription and beyond. This kind of translated really well into a well-rounded support experience that balances both effort and quality. We now have an awesome support team here, and I’m really excited to see how we can continue to grow and adapt as the company continues to increase its visibility globally.
    Cristina Yeah, the volume you mentioned is just staggering. And when you co-hosted a customer support session at our meetup, it was really eye-opening for me, both in terms of how tricky it can be sometimes with edge case questions, but also the care you and the team put into helping people and delivering that real human touch.
    John Most definitely, yeah. There’s a lot of nuance involved and I treat every one like it’s a puzzle that we’re trying to solve.
    Cristina Yeah, indeed. Well, John, thank you so much for sharing your experience about the acquisition. I think it’s a great story. And I’m so thankful for it, not only because of what it did for our personal information removal product, but also because now we have you on the marketing team.
    John I’m so happy to be here, honestly.
    Cristina Awesome. Well, for those watching, we have many more DuckTale episodes in the works and I plan to be back for some more. So see you then. Bye.
    John Thank you, see ya.


    This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit insideduckduckgo.substack.com
  • Inside DuckDuckGo

    Duck Tales: Duck Sans — designing a typeface that balances functionality and brand (ep.18)

    11-02-2026 | 23 Min.
    In this episode, Mary (Senior Director, Brand), and Nirzar (AI Design Lead) discuss why we developed a new typeface, how we implemented it, and its role in communicating our personality.
    Disclaimers: (1) The audio, video (above), and transcript (below) are unedited and may contain minor inaccuracies or transcription errors. (2) This website is operated by Substack. This is their privacy policy.
    Mary: Hi everyone and welcome to DuckTales where we go behind the scenes at DuckDuckGo and discuss the stories, technology and people building privacy tools for everyone. I’m Mary. I work on the brand side here at DuckDuckGo. Today we’re talking all things typography and more specifically how we developed DuckSans, our new custom typeface. So I’m here with Nirzar who beyond being our product design lead for AI, he’s a real typeface nerd and complained about our previous default typeface for, I don’t know, like five years, five plus years. So we had him lead the effort so he will be able to answer all of our questions. Nirzar, thanks for joining.
    Nirzar: But yeah, Hey, hi, I’m glad we’re talking about fonts.
    Mary: First prop use of the conversation. All right, I’m jumping right in. For folks who are less familiar, why does a typeface matter? Why not just use the defaults? What is the benefit? What are you trying to do by creating a custom one?
    Nirzar: Yeah, that’s a good question. I think there is nothing wrong with using defaults to be honest. Nowadays default typefaces for operating systems are very well designed. Take San Francisco, Sans for example, by Apple is very well designed typeface and it’s going to be fine. I think the main part of this is mostly about what our product is. DuckDuckGo is a search engine, have UI chat. Most of our product, although it seems like it buttons in Chrome, Windows, most of it is actually with text content, like we take search results or take the AI chat with Apple. So around like 80% of product surface that you’re seeing is typography. We spent so much time on like thinking about color, this, that, buttons, styles. I think typography and type setting kind of require that much attention as well because they take like most of your screen when you’re using it. The reason for not using defaults, I think it’s where kind of the brand maturity sort of goes into it’s something we wanna do to kind of associate a kind of a feeling, kind of a look that we want to encode in our brand. I mean, I can go into a lot more detail about this, but just the idea is like, you want to make... Yeah, but like, yeah, the idea is you’re basically kind of creating an ownable sort of like element. I think typography is as important as the blue color that you use and the brand colors that you use and everything else.
    Mary: I know you could. I know you could. I think the search engine as a surface is a good point to bring up because, know, obviously, like I mentioned, I work on the brand here at DuckDuckGo. And when you look at the search engine, you’re often questioning, you know, how can I inject more personality? How can I inject more of our, you know, our over our affect into the product and make people know when they look at it that this is DuckDuckGo. This isn’t Google. This isn’t Bing. And there’s really not much you have to work with.
    Nirzar: Right.
    Mary: Obviously you have the logo, but the typeface makes a huge difference. And so, for folks who haven’t seen it, this is where we rolled it out first. So you might have noticed a difference, but this was kind of one of our key areas we were most focused on. Nirzar, we began the exploration, what were the factors you were considering? Because obviously there’s hundreds of thousands, if not millions of typefaces that have been customized to choose from. What were you looking for specifically?
    Nirzar: Yeah. I think the process starts with just collecting what are the use cases that we have, obviously, and what are the goals we have. I think in speaking about the goals, I think the main and most important thing, goes without saying, is just legibility and readability of things. And when I say that, it’s a little bit different than designing type setting for a book or something where it’s going to be read in a very specific setting and control that, you know, the paper you’re going to print it on. Like for us, we are talking about across devices, across platforms, across different types of screen densities. Like there’s many, factors that come into play when like somebody is going to look at your work, the design work that we’re doing or the product and run work we’re doing. So I think just considering all of those, tying that with this making it like the most functional but at the same time having more character so there are these like opposing sort of challenges as well you can’t have a lot of personality because then readability suffers if you focus only on readability then personality suffers then you have something that is like that looks bland and default it is extremely readable but you can’t tell it is DuckDuckGo so we were kind of like talking about the challenges and the spectrum of where to land on personality versus readability. And yeah, I think that being the goal, I think that’s where we started our exploration at.
    Mary: Mm-hmm. You. Yeah. Was there something about the DuckDuckGo personality you wanted to bring out in particular? I mean, as folks know, we have a duck for the logo. Like there is a whimsical element to the brand that but you don’t want to go as far as like comic sans by any means. Like what were you most looking to play up when you talk personality? What was your goal?
    Nirzar: Thank. Yeah. Yeah, I think it’s a very difficult challenge. I mean, definitely our brand is kind of, I don’t know, I really like it. It’s very quirky and sometimes goofy and derpy as well. But at the same time, we also care about trust and other things which are kind of, can seem very opposite point of view. But for me, it was more about like bringing a little bit of sort of pluck to it. So, and like the way it kind of gets codified into the shapes of the letters is more about like how certain things, what is the angle at which you cut the corners on a terminal of C for example, or the way you look at DuckSans Q, it’s very sharp and it’s very straight, but then you and other letters kind of complement the roundedness and friendliness into it. So it kind of like the, the kind of characters you’re looking for kind of trickle down into these like very specific things about shapes. Yeah, I mean, it’s not perceptible like right away when you look at it, but it is thought out. There’s thought behind all of these things.
    Mary: Yeah. Mm-hmm. Hmm. That makes sense, yeah. But there is, yeah, definitely. I mean, even thinking about when you talk about it being standardized versus like when you change certain shapes, you’re making it less uniform in some ways. You’re making them certain things stand out. Like we spent a lot of time, I remember deciding how big to make the dot on the eye. And we were like, no, like a little bigger actually. And so it’s like to your point about it not being immediately perceptible. I think when you take a step back and you see it all together, maybe you notice something that doesn’t look quite as uniform, quite as standard.
    Nirzar: Yes.
    Mary: Which is what the brand is going for. But it is funny when you end up fighting or not fighting, discussing the I dot on the letter.
    Nirzar: Yeah, I mean, it might, like, I really think, I think if you don’t work in typography or in design in general or brand, you might think that we’re just like fighting over or discussing non consequential things. But actually, what I care about mostly is having meaning to it and not just doing it for the sake of doing it, but actually like putting meaning behind, codifying values and trust and all of these things into visual like artifacts.
    Mary: Yeah. Yeah. Yeah. Yeah, so let’s get into a little bit how we found and started creating DuckSans. So DuckSans is based off of Pangea. Do you remember how you found Pangea or how you came across it?
    Nirzar: I don’t quite remember but so Pangea is a typeface that was designed by Fontwork. It’s a type foundry in Germany. I remember using a Fontwork typeface few years ago on a project. So I basically like I have a that’s my like thing that I do in free time go to type foundries and look at that.
    Mary: Yeah. Don’t tell people this. It’s too revealing.
    Nirzar: But yeah, I think there has been a renaissance in type foundries recently. I think there’s a huge amount of work that is happening. And there’s a third wave of typography coming in, and digital typography particularly. There’s a lot of experimentation going on, variable typefaces, or even just doing very whack things, which are very cool in the last four or five years. So I was very excited to take on a typography project. I was like going through the Rolodex that I have for all the type boundaries to look at what is happening everywhere. Yeah, I think that’s, but I think particularly Pangea caught my eye just because how versatile it looked on the surface. It’s a variable typeface, but it’s just designed for scalability. And it also had a little bit of character to begin with before we customized it as well. But I think those were the kind of two things we are looking for is like something that is like durable, scalable and something that has character at the same time.
    Mary: Mmm. Yeah. Did you feel that Pangea, sort of as a base, represented a lot of that legibility concerns? So we customized Pangea, so that’s where we ended up with DuckSans. There’s customizations and things we built in. What specifically, from your perspective, were we trying to achieve with the customization? Is it bringing out more character, or do you see it more as an engineering changes?
    Nirzar: Yeah, we can get to engineering in just a bit. But before that, I think when I say scalability, I mean like literally scalability. We have a eight point gray link somewhere in the footer and we have large billboards. So like it’s really difficult to find like a silver bullet solution that can fit both of these cases. So I Pangea scales really well in terms of it’s actually two different typefaces, is specifically designed for to be used on large scale. This is what we call display typefaces. And we have a product layer which is specifically designed for legibility, readability, screen rendering. It can be readable on like 8.6 GB or anything like that. It’s just like made specifically for that. So this is what I mean by those two things. So that’s like part of, a little bit part of the customization. The font engineering is like a lot more deeper.
    Mary: Hmm. Yeah. Yeah, before we get into that, we, know, like to your point of like these nuances are things we notice, but not everyone would like we wouldn’t we one of the things we did was we tested this. So we did some pre testing with users or we’d show them our previous default and this one in different contexts. And I will say I was really surprised by the overwhelming preference for this new font. I was curious, like, were you surprised and what can you what can you share about the testing?
    Nirzar: I was definitely surprised seeing a statistically significant difference between to grow test typefaces that are very similar. I mean, we tested what, like 2050 typefaces. But I think seeing that much difference in like perception was very, actually very comforting on the project itself and also like for me. Because I think it’s something that you are like so akin to, like if you use the product a lot and like you’re not gonna see it in one second like it’s it’s a longitudinal thing if you’re using something for 10 years and like suddenly the dot on the eye changes you’re going to notice it like you’re immediately going to notice it the last typography work that I did was with Wikipedia and I was like very contentious because there’s such a huge sort of like your eyes are kind of like dead set on like how it should look and if you think that it’s very very apparent exchange. But capturing that in the setting that we did was actually a surprise because you’re kind of showing a little bit of the context because of the constraints we had. It’s not something that you want to use and watch somebody use, get their feedback on these things. But yeah, mean, maybe people are a little bit more sensitive to these things right now than before. So I think that’s what kind of points it to me.
    Mary: Yeah. Hmm. Yeah, I would believe that. And I mean, we tested it across like read, like, you know, you’re more functional, like readability, clarity, but also like, which is more memorable, which even just which do you prefer? Which do you which has more personality and overall, you know, to your point, like you could argue that two grotesque fonts, they look very similar, but people really did have a preference. And I think we’re really happy to see that it aligned with a lot of what we also felt was stronger and better represented the brand.
    Nirzar: Yeah, I think that helped us a lot moving forward because I think it’s very difficult to kind of have similar things that both have trade-offs. I think research really helped us.
    Mary: It. So what have I not asked you about the design of the typeface that you want to share? Because I’m sure there’s things I have not asked you. Because I want to ask you about the engineering effort. Because obviously from our standpoint, there are a lot of improvements we made to the readability of the typeface. But what have I not asked that I should?
    Nirzar: I don’t know, I think... It’s really important to kind of like, like typefaces have become important. I think a lot of companies like Facebook and Google and everyone started investing into typography very recently. And there’s like wave of thing about like, everything started looking very similar to each other because it was all like indexed on how readable it is. And you can make an argument being like, the logical conclusion to a modern typeface is what everything should look like. I think that’s something that I struggled with personally as well, is to kind of like, how do we kind of break apart from it, but how do we also serve the function that typography is supposed to do? But I don’t know, I think it’s a spectrum. I think you and I worked on the spectrum a lot to figure out where we should land.
    Mary: Mm. Yeah. Rest in peace, Rubear.
    Nirzar: But yeah, Ruben is good. But yeah, I don’t know. It’s not a question that you didn’t ask. But I think it’s something that I think it’s worth calling out in this conversation, being like, hey, did you just make something that seems like everything else that is happening? And I think it’s the same with all logo as well. It’s like we can’t make our duck very much look like any other software company logo, but I love that we kind of keep that quirkiness and like deal with all its quirks like on everyday life when we are working with it.
    Mary: I know he can only look right. He only has one. He can only see one direction. In terms of where we go from here for the typeface, you know, marketing, you know, one use case we’ve talked about is like where you can bring out more personality and characters when you’re doing marketing, advertising, things like that. Like, I think what we focus on was the product use case. But I imagine that there’s a lot of future work still to come when it comes to bringing like even amplifying that character more. Is there anything you’re particularly excited about or is it just a bigger effort to undertake that is upcoming?
    Nirzar: Exactly. I think it’s more about having the capacity to, the capacity and foundation in the typeface to be something different for different scales and purposes. And that’s what we kind of like, I think we achieved that with DuckSans because like, if it’s not in a experimental enough, like identifiable, I think we have a great foundation in the structure of typeface to kind of like drive that chain forward. Like we have to keep those options open. So I think this extensibility, this property of extensibility is really important. And I think, yeah, I’m like super excited to like tomorrow figure out like, maybe we can do something weird with a of letters. And when it is used, I like 200 point size on a billboard and I think that can still carry the essence of main typeface but as a version that is made for particular use cases. I think just having that optionality itself is kind of like really good.
    Mary: Hmm. Yeah, that’s a great point. I think my favorite is we have a normal ampersand and then we have an ampersand that looks like a duck, which we have yet to use. So you’re hearing it here first. Easter egg. It’s an Easter egg that has yet to be put anywhere. I don’t know. All right. Let’s talk a little bit about engineering. Let’s do Mohammed Proud here. Can you talk a little bit about what the engineering effort was like to get this on the SERP. Like I remember hearing about these like hour long calls where in my imagination you were like, Mohammed, add a space here. Like it was like, I was imagining you both like sort of custom fiddling and like changing the font manually. Was that what was happening or what was the process of typesetting this font?
    Nirzar: Yes, it’s an Easter egg, I think if you find it. Yeah. Yeah, so the type setting part is actually took the longest time as well. I mean, like, yeah, you’re right. We were on calls for hours kind of figuring out how to implement and how to make use of it. The things that we were kind of working on an improvements from the status quo where things like using new rendering methods on web, something called like anti-aliasing and corners, painting on windows, our previous life was particularly broken on windows. I was very, whenever there was a curve anywhere, pixel part. But we were kind of like figuring out what are the best methods and the most modern methods to render on screens. The other part that we obviously have to think about, we are a website and an app at scale. Performance is key important metric for us. So just thinking about how we can reduce the load time, we are basically kind of improving upon a typeface, but new features mean more footprint. We definitely don’t want to delay page rendering in any way. If not, we have to make it better because we are now looking at this part of the software. So we’ve been working on optimizing how we can optimize the delivery of font files. So that goes into just insane amount of splitting our Unicode ranges from WAF2 files into this file and that file, basically having particular letters, let’s say your page is Greek, we just want to load the extra letters from the other character set into the main one, and not actually the separate typeface that has Greek in it. So just optimizing, optimizing this to the point of like just being like very bespoke about all of this because again, it’s like millions of users like everyone loads this all the time. So like being really on point and really getting into like the nitty gritty. Like I remember like working with Christoph from Fontwork where we are trying to separate characters for Cyrillic, but we even went further and we want to load only the accents not even the actual letter because we are like the a is the same but the accents are different so like let’s even split that out and there are these a lot of font engineering techniques like font work helps us in optimizing.
    Mary: Yeah. Mm-hmm. Hmm. Is this like, is this trial and error that you’re finding this out or are you deep in some Reddit threads on type implementation?
    Nirzar: Actually, yeah, I would have thought it would have been easy to find guidance on, this is, we are talking very specific things for very specific software. I didn’t find, because most people would give up on level two of optimization. We kind of went a little bit overboard. Actually, we went overboard that after we figured out our page, our search results are going to come after the point at this point. So, we’re like, we like this.
    Mary: Hmm. Yeah. You. That’s amazing. Okay, I’m taking this completely out of this project. How many fonts do you think you have downloaded on your computer? Like, not even related to this, just generally, like how many custom fonts exist in your device?
    Nirzar: I don’t know. Thousand? I want to say more than thousand? Hundred percent, yeah.
    Mary: That was, that is insane. All right, any final words from you Nirzar on typeface, DuckSans, anything?
    Nirzar: No, I mean try it out give us thought I was very happy like some of the community members noticed and actually said nice things about change which is a bit rare on the internet but it’s always good to see that. But yeah it’s like I’m like more excited to kind of like now propagate this more in other parts of the brand the word mark and things as well in the future. Also my typography professor would be proud.
    Mary: Very proud. All right. Do you want to do you want to finish off by plugging your new album or should we leave that? All right. Thanks, everybody, for listening. Tune in next week. Yeah.
    Nirzar: Oh my god, who’s that? Hey.


    This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit insideduckduckgo.substack.com
  • Inside DuckDuckGo

    Duck Tales: How DuckDuckGo blocks trackers on third-party websites (Ep.17)

    04-02-2026 | 15 Min.
    This episode, Beah (Chief Product Officer) and Dave (Privacy team) discuss our tracker blocklist, how it works, and why most of it is open source.
    Disclaimers: (1) The audio, video (above), and transcript (below) have been lightly edited for clarity. However, they may still contain some minor inaccuracies or transcription errors. (2) This website is operated by Substack. This is their privacy policy.
    Beah: Hello and welcome to DuckTales where we go behind the scenes at DuckDuckGo and discuss stories, technology and people that help build privacy tools for everyone. In each episode we talk about like something going on with our product or our company or our company vision and or how we operate and today we have our guest is Dave, who’s here to talk about the tracker block list. Hi, Dave.
    Dave: Hey, Beah. Thanks for having me on. Yeah, sure thing. Yeah, my name is Dave Harbage. I’m a privacy engineer at DuckDuckGo. I primarily work on identifying privacy threats, building features to protect our users from these threats, and ensuring that we deliver a great web browsing experience.
    Beah: Do you wanna introduce yourself briefly? That sounds very important, Dave.
    Dave: Yeah, yeah, it’s a constant battle. It’s trying to keep up with the developing environment and give our users a good experience.
    Beah: Thanks for fighting a good fight. So if I’ve hosted, if you’ve seen other DuckTales, you might have met me, but if you haven’t, I’m Beah and I am on the product team here. So yeah, let’s talk a bit about the tracker block list. First of all, what even is it?
    Dave: Yeah, so our tracker block list is a list of domains and URLs that we found to exhibit what we call cross-site tracking behaviors. We use it in our browsers and browser extensions to block tracking requests and enhance the privacy of our users.
    Beah: Sweet. So what’s the point of all that? Why did we even make this thing?
    Dave: Yeah, so at DuckDuckGo, we believe that privacy is a fundamental human right. And we believe that people should have the option to live their lives without third parties recording their every move. We realized that protecting users’ privacy on our search engine was only half of the battle. As soon as users leave our search engine page to visit other websites, they’re subject to these third parties tracking their activities anywhere they go on the web. Pretty much. I think you might be shocked at just how many companies are involved in tracking your activity and also the granularity of the data that they’re collecting. For example, we’ve seen individual websites load hundreds of different tracking requests on a single page load. And it’s all hidden to the users. So we decided that we wanted to build a product that protects our users’ privacy not just when they’re searching, but when they’re browsing the web.
    Beah: Yeah, do you know like approximately what portion of websites or maybe of web traffic is to a site with or to a page that has trackers on it?
    Dave: I don’t have the exact number on the top of my head. It is...
    Beah: I feel like the last I looked at the data, which was a little while ago, was like something on the order of 90%.
    Dave: Yeah, it’s up there. It’s apps that you install on your phone. It’s websites that you visit in a browser. It’s incredibly prevalent everywhere.
    Beah: Yeah, so basic premise here, like I mean I’m sure there’s a lot of people listening who like know this in their sleep, but then for those who don’t, it’s like as you move around the web, there may be these hidden trackers that have no explicit connection to the site itself. Google specifically is on just a ton of pages on the internet. So you’re on some random website, like a community, maybe the school your child goes to or something like that. And Google is actually there watching what you do in some sense, collecting data on your behaviors.
    Dave: Yeah, that’s exactly right. There are many different reasons that websites add these third parties to their pages. Sometimes it’s for analytics, sometimes it’s for advertising. But they all are collecting this information about what you’re looking at, how you’re interacting with the page. And it’s all being sent back to these third parties. It’s not even the site that you’re browsing. It’s not clear that they’re getting this information.
    Beah: Yeah, got it. So how does that relate to ad blocking?
    Dave: So in the general sense, what we offer is not an ad blocker. A lot of the open web is supported by ad revenue, and we’re really not out to destroy that business model. It does, however, block ads that track you. So as I mentioned earlier, a lot of these ads are actually phoning home about your activities. They’re either saying, this user lingered on this ad or they had their mouse over it or they’re on this page, it might be kind of personal. And anytime we detect that kind of behavior, we block that. I think a lot of people just don’t really realize that these ads that they’re seeing aren’t just static images or videos. They’re also data collection apparatuses.
    Beah: Yeah, yeah, so we didn’t set out to build an ad blocker, but because a lot of the code that generates ads or that serves ads on a website has tracking in it, we block it as a consequence of blocking that tracking code. And I notice this personally, like if I use a different browser, I’m often surprised at a lot of sites that I go to on the regular. I’m like, in other browsers, these start halfway down the page because there’s this huge ad at the top.
    Dave: Yep. Yep.
    Beah: So, okay, this tracker block list, we built this, are we using somebody else’s data or did we build this in-house?
    Dave: Yes, we built this entirely in-house. When we first started going down this path, we looked at the existing lists, and they didn’t quite meet our needs. So there are a lot of different open source lists out there. But what we found was that it wasn’t always clear why certain domains were on these lists and why other domains weren’t on these lists. That leaves some room for bias potentially, whether intentionally or unintentionally. In order to offer a good product to our users, we really wanted to build a fully objective tracker list. It’s built on real-time activity observed across the web so that any time there’s a tracker in our block list, if someone were to ask, why is that in there, we can tell them exactly why that’s in there.
    Beah: Yeah, so actually, do you want to say what the criteria is? What would be the answer to that? How do we decide if something’s a tracker?
    Dave: Sure, yeah. So every month, the way that we do this is we crawl hundreds of thousands of websites from all over the world. And we look at the behaviors that are exhibited by the third party requests or third party scripts that are on the page. When we’re trying to determine if something is a cross-site tracker, we focus on really a few key criteria. So the first one is, is it setting cookies or is it storing something locally that then could be accessed to track your activity across websites? The second one is, is it accessing browser APIs that are commonly used to create what’s called a fingerprint of your browser or device? So that might be checking to see how much memory your computer has or what kind of CPU you have or the width of your screen or the pixel density of your screen. A lot of tracking happens that way where they gather all the entropy from all of these different signals and they create what’s called a fingerprint of your device. And then they can uniquely identify you just by comparing that fingerprint across different sites.
    Beah: Mm-hmm.
    Dave: The third criteria is we look for things that are present on many different independent sites so that we have a lower threshold for what we consider to be a cross-site tracker.
    Beah: Gotcha. Do you want to talk about are there any interesting challenges, like either technical or user-facing challenges that we’ve encountered in building out this block list?
    Dave: Yeah, absolutely. So the first one is tracking techniques are evolving. So as we develop a better tracker identification method, these tracking companies see that we’re doing that, or they see that others are doing that. And they devise very clever ways to evade that and make it look like they’re not tracking so they don’t get blocked. So we have to continuously update our detection techniques to stay ahead of them. And then I think the most important issue that we run into is making sure that the web works. Because a lot of websites, what they’ve done is they’ve integrated these tracking companies in a way such that if you block those tracking companies from loading, the site often doesn’t work. We’ve developed a very efficient process for reviewing these breakage reports that we get from users. So in our browsers, anytime you hit a site and it’s not working right, you can report that to us. And then we take all those reports, we look at them, we figure out what’s going on. Is this real breakage? And we fix it. And we do that, I think, pretty efficiently at this point. Most of the time we can get things working within a few days.
    Beah: Nice. So how, if any listeners are in counter breakage, what exactly should they do to report it to us, our broken site?
    Dave: Yeah, so there’s two different ways to do it for our browsers. The first way is you can open the privacy dashboard. There’s a little green, we call it a duck foot icon in the address bar. It’s on the left side. Many people might think it’s a shield. It’s actually a duck foot. If you click that, it’ll open up and it’ll give you like an overview of the privacy of the website.
    Beah: It’s both. It’s a shield and a duck foot.
    Dave: And there’s a little link there that you can click to submit a broken site report. You can also just submit a broken site report from the primary browser menu in all of our browsers. Yeah, and those come straight to us. And our team reviews them and make sure that everything is working as expected.
    Beah: Got it. So if you want the protection of our block list, have to get that. Just going to DuckDuckGo and searching isn’t going to give you the... We can’t use our block list to intervene if you’re in somebody else’s browser, unless you’re in a DuckDuckGo browser or you’ve installed our extension, right? Okay. So if you’re listening and you want this...
    Dave: That’s right. That’s right.
    Beah: all the benefits of this block list that Dave works hard on. Go install our browsers or extension and then report it when you run into a broken site, if you even do, because again, Dave is working hard to make sure that you don’t. Nice. Okay. So most of this tracking kind of happens behind the scenes. You can’t actually see it happening. Is there a way that users can understand what’s actually going on?
    Dave: Yeah, absolutely. We show in our browsers, when you visit a web page, we’ll show a little animation in the address bar that shows the trackers that are being blocked. And then if you click into the privacy dashboard, the duck foot or shield icon, you can see a full list of every tracker that we’ve identified along with the company that it belongs to and a lot more information about the status of the web page, like the security of the site, the privacy practices of the site.
    Beah: Yeah, it’s pretty wild. If you haven’t done this already, go to your favorite news site and click around and then click on the Duckfoot Shield and you can just see sometimes dozens of companies. Sometimes Google’s off in there, but sometimes there’s companies you’ve never even heard of that are on the site. It’s pretty wild.
    Dave: Yeah, it’s crazy, especially the ones you’ve never heard of, because it’s not always clear what they’re doing with the data. I think some of the big advertising companies, they’re obviously using it to better target you with ads or different content. But some of these lesser known ones, they actually bundle up this data, create a profile of you, and then they sell it to the highest bidder, which is pretty scary.
    Beah: Okay. Yeah. Okay, so maybe just before we wrap up, there anything that we haven’t touched on that you want to mention, Dave?
    Dave: Most of this stuff is open source, so all of the tools that we use to build our tracker block list, they’re all open source. You can find them and you can use them. They exist on github.com. That’s G-I-T-H-U-B.com slash DuckDuckGo slash tracker hyphen radar. We actually have a few different. Yeah.
    Beah: Maybe we can put that in the show. I was like, they can spell GitHub. And I was like, okay, this is getting complicated.
    Dave: Yeah. So we have a few different places in our GitHub where we have open sourced all of this. And we’ve actually found that some cutting edge researchers have been using a crawler to find different risks online. It’s pretty good. We try to be as responsive as possible when somebody is trying to use it and has an issue or has a question about why something works the way it does. Yeah. Hit us up.
    Beah: Yeah, directly contributing to DuckDuckGo’s mission of raising the standard of trust online.
    Dave: That’s right.
    Beah: That seems like a good note to end on, so thank you very much, Dave. Appreciate it. And see you around the hood.
    Dave: Yeah. Yeah, thank you, Beah. Thanks.
    Beah: Later.


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