DuckDuckGo Takes Shot At Google's Incognito Mode As It Launches New Browser

DuckDuckGo has debuted into the desktop browsing ecosystem with a new web browser as an open beta test.

What Happened: DuckDuckGo on Tuesday rolled out a new web browser with built-in protections for Mac and said that beta to make the Internet “less creepy and less cluttered.”

It subsequently took a dig at Alphabet Inc.’s GOOG GOOGL private browsing, saying, "Forget going 'incognito' with other browsers that don’t actually deliver substantive web tracking protection."

The privacy-oriented company said its new web browser has an iron-clad defense against third-party trackers. It also consists of multiple innovative features like Duck Player.

One of the features includes “cleaning up YouTube.” It means the browser will keep the user away from “targeted ads and cookies with a distraction-free interface that incorporates YouTube’s strictest privacy settings for embedded video.”

DuckDuckGo allows users to import all passwords and bookmarks from other browsers and password managers.

Why It's Important: Google Chrome’s incognito mode has, in the past, been in news for privacy-related issues. In May, Google was sued in Texas by Attorney General Ken Paxton, alleging that the search engine deceptively gathers personal data even when someone is using “incognito” mode.

Another report stated that online search engines, including DuckDuckGo, Google, and Microsoft Corp. MSFT Bing, fall prey to “malvertising.”