15 years ago, Ghostery was born to combat online ad tracking. Since then, the company has gained a large user base, with 7 million monthly users. Despite efforts by major browsers and regulations like GDPR, CEO Jean-Paul Schmetz believes regulation is not the answer to online privacy protection.
In 2008-2009, when the web landscape started changing with the emergence of companies like Facebook, engineers noticed the invisible tracking by third parties. Ghostery was developed to block these trackers, leading to a decrease in ads and a trend toward more third-party tracking over the years. Ghostery was acquired by Cliqz, a search engine that later collaborated with Brave to launch a search engine. While Ghostery is now an extension, Brave offers a lifestyle change as a privacy-focused browser.
Ghostery 10 focuses on providing a user-friendly interface to block trackers effectively. Despite the initial decrease in tracking due to GDPR in Europe, the number of trackers has significantly increased, with a shift towards first-party cookies versus third-party cookies. Google’s recent announcement to make third-party cookies a user choice has raised questions about privacy implications.
Big Tech companies like Google and browsers like Safari have made efforts to combat tracking, but their progress may not be sufficient. Ad blocker usage remains high, with a growing need for privacy protection across different platforms. The ongoing cat-and-mouse game between ad blockers and platforms like YouTube raises concerns about user experience and privacy.
The internet economy’s reliance on programmatic advertising and data collection poses challenges for personal privacy. While individual efforts to protect privacy are essential, broader change may only occur if a majority of users shift towards privacy-focused platforms like Brave. Regulation alone may not be effective in curbing online tracking, as consent remains a key issue. Ultimately, user awareness and action are crucial in driving sustainable change towards a more privacy-conscious internet ecosystem.
