Ghostery’s Chief Executive Asserts That Legislation Isn’t the Solution to Ad Tracking Woes

Since its inception in 2009, Ghostery has been at the forefront of aiding users in navigating and blocking the intricate tracking mechanisms employed by advertisers online, marking a significant shift in the landscape of online advertising.

Over the years, the adoption of Ghostery and similar ad-blocking solutions has grown, evidenced by Ghostery’s claim of over 100 million downloads and a monthly active user base of 7 million. This surge in interest coincides with web browsers introducing more privacy-centric features and efforts like the EU’s GDPR to legislate the issue.

Celebrating its 15th anniversary, TechCrunch spoke with Ghostery’s CEO, Jean-Paul Schmetz, about the evolution of the company, current trends in ad tracking, and his perspective on why regulatory measures may not be the ultimate solution for ensuring online privacy.

This conversation has been condensed and simplified for clarity.

Reflecting on 15 years with Ghostery, can you share your personal journey with the company?

My journey commenced in earnest around 2016, following the acquisition of Ghostery. The late 2000s marked a pivotal shift online. Previously, a giant like Google kept a low profile with simple search operations and minimal tracking. However, the rise of Facebook introduced extensive social networking and profiling, leading us to notice and take action against invisible tracking, paving the way for Ghostery’s emergence alongside similar initiatives. Over time, there’s been a noticeable uptick in third-party tracking and background activities that users remain oblivious to.

Was Cliqz involved when you acquired Ghostery?

Indeed. At the time, Cliqz operated as an independent search engine. We acknowledged the necessity of having our own browser to distribute our search engine, given that most were aligned with Google. This realization led us to acquire Ghostery to bolster our browser’s capability to block trackers by default.

With Brave acquiring Cliqz’s search engine, is there synergy between using Brave and Ghostery?

As Ghostery transitions into a browser extension, it enables users to integrate it with their preferred browsers, like Safari or Chrome, without changing their browsing habits. Brave requires a more significant change, though both offer robust privacy protections. Ghostery, being an easily adoptable extension, doesn’t disrupt user preferences regarding passwords and bookmarks, offering a seamless experience.

Ghostery 10 emphasizes a user-friendly interface, ensuring that even non-technical users can navigate its features efficiently. It aims to facilitate informed decisions without overwhelming users with technical complexities.

Have you observed an increase in tracking mechanisms?

Definitively, tracking has escalated. The introduction of GDPR marked a temporary dip, followed by an increase as companies navigated consent mechanisms. Though there’s a shift towards first-party cookies, Google’s recent decisions have stirred uncertainty regarding third-party cookie usage, highlighting the enduring relevance of Ghostery in an environment where reliance on Big Tech or regulatory measures for privacy protection remains questionable.

In the context of Big Tech and regulation, how effective have GDPR efforts been?

While there was an observable decrease in tracking post-GDPR in Europe, the tracking intensity in the U.S. continues unabated. Consent mechanisms, unfortunately, can be manipulative, fostering a false sense of compliance. However, tools like Ghostery empower users to override consent-based tracking.

Do Big Tech’s privacy measures in their browsers constitute significant progress?

Safari made strides that momentarily impacted Facebook, illustrating the nuanced challenge browsers face in balancing privacy with functionality. Ghostery navigates these waters by prioritizing the user experience without the scale challenges faced by major browsers. It’s clear extensions can be agile in addressing user needs, setting a pace for browser adoption of similar features.

Has ad blocker usage plateaued in recent years?

While perceptions may suggest a leveling off, the reality speaks to a high adoption rate, enhanced by improved accessibility across devices, including mobile platforms. This broadening of access potentially contributes to sustained growth in user adoption.

Regarding YouTube and ad blocking’s portrayal as an ongoing battle, how do you view this dynamic?

The adversarial nature of YouTube’s approach risks user dissatisfaction. Ghostery’s value becomes more apparent during these contentious updates, maintaining user loyalty across browser changes. This dynamic, while competitive, ultimately revolves around user benefit and trust.

In light of extensive online tracking, is there potential for a shift away from the current internet economy model?

The prevailing model, reliant on programmatic advertising, persists due to its convenience for all parties involved, barring a significant shift in user behavior towards privacy-focused alternatives like Brave. Although regulation plays a role, genuine change hinges on widespread user adoption of privacy-protecting measures, challenging the status quo of internet advertising.