Data Privacy Concerns Prompt Browser, Search Engine Partnership

Two European companies have formed a partnership that allows consumers to keep their searches private.

Vivaldi will add the privacy search engine Startpage as an option after some 84% of its users said the privacy reputation of a search engine is important to them.

The rise in internet traffic during the COVID-19 pandemic has accelerated consumer privacy awareness, as users have become increasingly concerned about how companies might track them online and how their data may be used.

“It’s all about providing choice and options,” said Kelly Finnerty, director of brand and content for Startpage.

More than half of U.S. adults in a Pew Research Center survey conducted in April said they preferred not to use a product or service due to concerns about how much personal information might be collected about them.

This collaboration expands on the Vivaldi browser's long-standing commitment to choice and customization by bringing its users more private search options.

Startpage was founded in the Netherlands in 2006. It does not track, log or share user data, but it also has a relationship with Google, using its search results in the company’s News feed.

Startpage pays for Google search results and through that relationship works with the company’s ad network. Those are the only ads that serve up in results pages.

The Vivaldi browser also offers several privacy tools and features to protect users from trackers and unwanted ads, and puts them in control with built-in features such as advanced tab management, an adaptive user interface and customizable navigation tools.

Finnerty said Startpage is exploring business development and partnerships with other browsers. The goal is to have discussions with other browsers to make sure Startpage is an option.

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