DuckDuckGo is an privacy-focused search engine that has been rapidly growing in popularity in recent years. This popularity was bolstered by the news that it had picked up $100M in secondary investment last year. Many people are curious about how the company makes money, and in this article, we’ll explore the methods that DuckDuckGo uses to generate revenue.

DuckDuckGo Reveals it Picked up $100M in Secondary Investment Last Year

DuckDuckGo is a web search engine based in the United States. Founded in 2008 by Gabriel Weinberg, it emphasises protecting searchers’ privacy and avoiding the filter bubble of personalised search results. Unlike Google, on DuckDuckGo there is no personalised search process and query history is not stored – meaning no one is monitoring your searches. DuckDuckGo emphasises returning the best results, rather than the most results, and generates revenue primarily through advertising and affiliate programs.


Ads on DuckDuckGo are labelled with a sponsored icon to make them prominent for users to see, ensuring clarity between an organic search result from DuckDuckGo or one that’s paid for. Ads are based on contextual relevance rather than user data for each query which allows full control to DuckDuckGo regarding what ads are displayed regardless of a user’s personal information. Websites included in their roughly 500-long curated list of sites paying for ad placement create competition among advertisers which keeps down the cost of advertisement fees paid to DuckDuckGo.

Affiliate Programs

Affiliate programs provide an additional form of revenue as well as longevity due to varying commission structures offered over time by many partner websites such as Amazon or eBay. When users click on an affiliate link before making a purchase at partner websites more money is earned by DuckDuckGo due to increased traffic flow driven by their referral link system. Affiliate partners compensate up to 10% in commission depending on how much traffic DuckDucks drives different websites and how profitable it was for them to drive sales to their store or website via PPC (pay-per-click) links found within their integrated platform.

How DuckDuckGo Makes Money

DuckDuckGo is a privacy-focused search engine that enables users to surf the web without being tracked. This privacy-centric company does not collect or share its users’ data with advertisers, leaving many wondering how it makes money. The answer is simple: DuckDuckGo earns money from affiliate marketing and from Amazon, Apple and Bing’s ad networks. As an affiliate marketer, DuckDuckGo partners with websites to promote their products and services. When one of its users clicks a link on the site and makes a purchase, DuckDuckGo earns a commission.

Through its partnerships with Amazon, Apple and Bing, DuckDuckGo also has access to various ad networks that enable organisations to display their ads on Duckduckgo search pages if they match the searcher’s query. This means that when one of its users searches for something like “flights to Paris,” advertisements for travel agencies will be displayed along with the organic results. And every time someone clicks on an advertisement displayed through one of these ad networks, DuckDuckGo earns a small fee. Finally, DuckDuckGo also makes some money through donations from individuals who like what they are doing and want to help support their mission which is providing free online privacy for everyone. Donations give funders access to special features such as tracked keywords or feeds tracking certain topics for better search functionality results tailored specifically for each user’s needs in addition to promoting internet privacy advocacy awareness.

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DuckDuckGo is a search engine that takes a privacy-first approach and has been growing rapidly in recent years. In 2020, DuckDuckGo revealed that it picked up $100M in secondary investment last year. One of the ways DuckDuckGo makes money is through advertising. By displaying ads to their users, the search engine is able to monetize its services. This can be both a pro or a con depending on one’s stance on advertisement. Let’s dive in further and discover the other ways DuckDuckGo makes money.

DuckDuckGo’s Advertising Model

In order to generate revenue, DuckDuckGo uses its own proprietary blend of advertising and affiliate marketing. DuckDuckGo takes transparency around these tactics very seriously and has released a detailed blog post about how it’s different business models are designed. The main form of advertising on DuckDuckGo is called App Instals. The company works with large third-party advertisers to promote mobile applications and products through targeted ads placed on the DuckDuckGo search results page. Advertisers pay DuckDuckGo per install or by the number of times the ad is shown, depending on the type of product being promoted.

DuckDuckGo also has a few other channels for generating revenue, including affiliate marketing, sponsored results, and more traditional forms of online advertising such as display ads or direct-response ads. With affiliate marketing, when an internet user clicks through to an eCommerce website by way of one of DuckDuckGo’s links, DuckDuckGo receives a commission from that purchase. Additionally, sponsored results are organic search engine results that have been highlighted or otherwise enhanced due to payment by an advertiser wanting to promote their website. By contrast, traditional forms of advertising require Duckduckgo to make space in their search engine page layout for various types display ads and direct-response advertisements which can be used to promote businesses and their services directly.

Advantages of DuckDuckGo’s Advertising

In a world full of online search engines vying for attention, DuckDuckGo has become one of the most popular choices among users seeking privacy and heightened security. DuckDuckGo is different from other search engines because it doesn’t track its users’ activities, saving them from targeted advertising and concerns about data collection. So the question arises – if DuckDuckGo isn’t tracking their users, how does the platform make money?

This search engine has a few major sources of revenue that it uses to generate income including sponsored ads and affiliate relationships. Let’s take a closer look at how DuckDuckGo makes money and how these sources can be beneficial to its users as well.

By not tracking user activity or personalising results, DuckDuckGo offers ads that are completely non-personalized. This means that all users in your area see the same ads whether they are using DucksDuckGo for business or pleasure – meaning there’s no risk of competitive disadvantage from someone else tracking your clicks. Advertisers can also rely on DuckDuckyGo’s click-to-call feature that enables direct communication with potential customers – making it easier than ever to turn leads into sales opportunities. Additionally, all content included in sponsored ads must meet specific standards, helping brands feel assured their message will reach the right people with the right message. All this creates an environment where both advertisers and consumers can benefit!

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Other Revenue Sources

DuckDuckGo has been steadily gaining revenue in recent years and one of their sources of income is secondary investment. Last year, the company revealed it picked up $100M in a secondary investment. This influx of capital gave DuckDuckGo the opportunity to explore new revenue sources. In this article, we are going to take a look at the other sources of revenue DuckDuckGo has been utilising.

DuckDuckGo’s Secondary Investment

In addition to search revenue, DuckDuckGo also earns money through secondary investments. The company utilises an advertising-free approach that allows them to invest in other businesses that align with their mission and values. These investments give DuckDuckGo a significant source of non-search revenue and provide a financial cushion for the company. Some of the companies DuckDuckGo has invested in include companies focused on privacy-first products and services, including Signal (an encrypted messaging app), NYOB (a customer feedback platform), Ghostery (a web browser extension designed to protect user privacy), Brave Software (a web browser focused on privacy) and ProtonVPN (a virtual private network).

The company also invests in software development companies like Authy, which provides solutions for two-factor authentication; Appwoodoo, a mobile messaging platform; Veonio, which specialises in natural language processing solutions; and WolframAlpha, which provides mathematical computation services. Each of these investments helps DuckDuckGo expand its reach while providing additional revenue streams beyond search advertising.

DuckDuckGo’s Affiliate Program

DuckDuckGo’s affiliate program is one of the company’s primary sources of revenue. DuckDuckGo has partnerships with certain online retailers and websites that agree to pay a commission whenever people make a purchase through DuckDuckGo. The commissions range from as low as 1 percent to as high as 8 percent, depending on the product or service that is sold.

The way it works is that when a customer clicks on an affiliate link from DuckDuckGo, the link redirects them to an online retailer’s website and tracks their progress until they make a qualifying purchase. If they do so, the retailer pays DuckDuckGo a commission for referring the customer. This commission serves as DuckDuckGo’s primary source of income and helps support its mission to provide privacy for its users. In addition to its affiliate program, DuckDuckGo also generates revenue from ads and sponsored links. The company typically receives payment in exchange for displaying sponsored links or advertisements in its search engine results page or related websites and pages


DuckDuckGo takes privacy very seriously. It is known for refusing to track its users and relying on advertising as its main source of revenue. This has enabled it to remain one of the most popular privacy-focused search engines around. With the recent news that DuckDuckGo has picked up $100M in secondary investment last year, let’s explore further how DuckDuckGo makes money while protecting its users’ privacy.

DuckDuckGo’s Commitment to Privacy

At DuckDuckGo, we believe the Internet shouldn’t feel so creepy, and getting the privacy you deserve online should be as simple as closing the blinds. So we’ve designed our products with strong privacy protection built-in, using best-in-class privacy practices to keep your information safe, secure and out of advertisers’ hands. Our commitment to privacy starts with our commitment to not follow you around with ads. We don’t store any personal information at all in our systems. That means we can’t target ads to you, or even see which search terms you entered or which pages you visited on our sites. We also don’t use any third party tracking tools like Google Analytics that sneakily build up chestnut profiles of who you are and build a data trail behind you wherever you go on the web. Our policy is simple: no logs, no identifying data collected means no information to give away.

We intentionally limit what and how much data is collected from customers using our products in order to keep everyone’s activities private from both us and third parties—including websites that offer advertising services and trackers that come along for the ride when you visit them online. We provide ultra secure encryption for both search activity as well as website visits over Tor Onion Sites ensuring that anyone trying to monitor your activity will only see random nonsense. By bypassing these third parties from having access to personal information about users without their explicit permission or knowledge, we fight back against the tracking industry intent on creating detailed profiles for each of us online without giving us a choice in how much data is given away or used by companies trying to monetize this information surreptitiously through targeted content delivery (ads).

DuckDuckGo’s Privacy-Focused Business Model

DuckDuckGo is a search engine that strives to make the internet a safer, more private place. As opposed to other search engines, DuckDuckGo doesn’t store or even record user information such as IP addresses and user agents. Information like this is how companies like Google create detailed profiles of their users, but not so with DuckDuckGo. This means that, from a privacy perspective at least, using DuckDuckGo is preferable to using Google or any other search engine if you want to keep your profile under wraps.

Despite its focus on privacy, DuckDuckGo must still find ways to make money just like any other business. So how does it do it? The company’s primary source of revenue comes from affiliate programs with partners such as Amazon and eBay. When users click through to these sites from DuckDuckGo’s search results page, the company collects commissions for each purchase. Additionally, the site also runs ads which are customised according to keywords rather than personal data collected by tracking users online activity – another feature of its privacy-oriented business model. Other sources of revenue include consultancy services and donations which allow it to remain free for everyone else to use as an easy-to-access and privacy focused alternative search engine experience.

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From this article, it can be concluded that DuckDuckGo is making money through various sources such as search engine ads, affiliate programs, and secondary investments. Last year, they picked up $100M in secondary investments, showing that they are becoming increasingly popular and successful. Their success shows that they are able to monetize their services and turn a profit.

Summary of How DuckDuckGo Makes Money

When it comes to revenue sources, DuckDuckGo is a unique technological company in that they refuse to monetize user data. Rather, they employ alternative revenue streams such as affiliate marketing and advertising. DuckDuckGo earns revenue through a combination of methods such as distributed search services, sponsored display advertising, affiliate networks and devices association programs.

Distributed search services help generate revenue when DuckDuckGo’s search results are displayed on other websites or mobile applications. With this method, companies pay for the “dark space” within DuckDuckGo results pages which generate revenue when visitors click on those links from within their search results.

Meanwhile, sponsored display advertising means that businesses will pay for their ads to appear alongside organic listings in DuckDuckGo’s search engine results pages (SERP). This type of advertising is often used by companies with specific products or services that require quick visibility on SERPs and can make up a large portion of their overall earnings.

Furthermore, DuckDuckGo also participates in various affiliate network programs that allow them to receive commission fees by referring customers to the business sites they select. Finally, they offer device association programs that provide an additional layer of targeted personalised searches which help them gain valuable insights into consumer behaviour and deliver ad content more effectively – another key source for revenues for the search engine. In conclusion, these methods outlined above help secure consistent streams of income for DuckDuckGocompany while allowing them to adhere to commitments to an honest web experience free from tracking and profiling users’ activities online .

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