Course:ELEC300E/CaseStudies/DuckDuckGo

Context: Data and Privacy in the Digital Economy

DuckDuckGo
Image:wiki.png
Content / Topics
Grief Bots
AI Chatbots
AI Ethics
Relevant Analysis Strategies or Tools
Decision Impact Assessment
Plutchik's Wheel
Needs Analysis

Commodification of Data

Data is extremely economically valuable. As privacy researchers argue:

The new digital technologies (and, in particular, artificial intelligence-AI) are fueled by huge volumes of data, leading to the common saying that “data is the new oil.” [...] Commentators argue that a relatively small number of companies are disproportionately profiting from consumers’ data, and that the economic gap continues to grow between technology companies and the consumers whose data drives the profits of these companies.[5] Consumers are also becoming more aware of the fact that free online services come at a cost to their privacy, where the modern adage has become that consumers are not the recipients of free online services but are actually the product itself.[6]

Often, when you are using an apparently free online tool or website, you are in fact paying with your data. Information about your shopping habits, about your online behavior, your posts, and your AI prompts may be collected by web trackers on the websites you visit, and sold to data vendors.

Privacy by Design (PbD)

'Privacy by Design' is a design methodology introduced by Dr. Anne Kavoukian, the Privacy Commissioner of Ontario:

Privacy by design is an approach that aims to protect individual privacy and data protection through intentional design choices. Unlike traditional privacy methods that view privacy as an afterthought, privacy by design makes privacy protection central starting from the very initial stages of design.

PbD has seven main principles:

1. Recognize that privacy interests and concerns must be addressed proactively
2. Apply core principles expressing universal spheres of privacy protection;
3. Mitigate privacy concerns throughout development of information technologies and systems —end to end rather than retroactively;
4. Seek qualified privacy leadership and/or professional input
5. Adopt and integrate of privacy-enhancing technologies (PETs);
6. Embed privacy in a positive-sum manner so as to enhance both privacy and system functionality; and
7. Respect users’ privacy

Case: DuckDuckGo

DuckDuckGo offers a browser, a search engine and an AI chatbot. Its market share in Canada is 1.5% (after Google, Bing and Yahoo). According to DuckDuckGo:

We’re about data protection, not data collection: We're the independent, free browser that actively protects your personal information. Search, browse, and use AI privately, keeping your information to yourself and away from hackers, scammers, and privacy-invasive companies. Unlike others, all our AI features are optional.

Evidently, privacy and data protection are core parts of DuckDuckGo's value proposition to users. But how exactly are DuckDuckGo's tools designed to be more private? In what ways does DuckDuckGo prioritize privacy compared with its competitors? And if it isn't selling user data, then what are its sources of revenue?

Try searching for the answers to this question with the DuckDuckGo search engine, or ask the DuckDuckGo AI chatbot.

Discussion Questions

Here are a few questions to help you begin analyzing the issues discussed in this case study. The purpose of these questions is to prompt reflection and further consideration: there are no right or wrong answers!

1. Emotional Responses: What do you think of your data and digital footprint being logged and sold to data vendors? Do you find this invasive and concerning, or do you think it is a reasonable price to pay for otherwise free online services?
2. Contradictory viewpoints and outcomes: Google is not explicitly centered around privacy in the same way as DuckDuckGo. How do they present their security and privacy features? How can you make sense of the two competitors' differing perspectives on online privacy?
3. Positive action: Are there any aspects of this case study that you find hopeful? Which ones, and what concrete actions (by yourself, software designers, businesses or policy makers) could lead to positive outcomes?
4. Interruptions and invitations: In a series of court cases, Google has been accused of illegally monopolizing online advertising and online search engines. Google certainly dominates the search engine market with 85% of market share in Canada! Do you think Google's dominance constitutes a monopoly? If so, what should be done to interrupt it?
5. Physical connections: Google Maps is certainly useful, but by default it tracks your physical location. DuckDuckGo doesn't have a map. Do you know of any privacy friendly mapping apps or websites? Can you change Google Maps user settings to make it more privacy friendly?
6. Social and Historical Context: The term 'data extractivism' draws parallels between the extraction of data from users, and the extraction of natural resources from the environment - and associated social and environmental harms. What are the main similarities and differences between extraction of data and extraction of resources? Who might be harmed by data extraction?
7. Positive Practices: Would you consider using the DuckDuckGo tools? Why or why not? If you wanted to change your habits online (like which search engine you use), what could you do to make the new habit stick?