To be clear, Incognito mode has its place. With Incognito, the “privacy” is limited. But Incognito doesn’t completely hide your actions from online third-parties Big Tech can still see what you’re browsing. Incognito mode does give you fresh storage, which can prevent most forms of cross site tracking (as long as you don’t use the same private window for a long period of time). Unfortunately, this isn’t completely true. And most people assume their browsing activity is hidden when they use an Incognito tab. Incognito mode: how it works, and its limitationsĪlmost every browser has a native version of Chrome’s well-known Incognito (or “private”) mode. Unfortunately, these both fall short of expectations. Instead of using a truly private browser, many users turn to easy alternatives like their browser’s Incognito (or “private”) mode, or by installing privacy extensions. Most browsers are built by companies that earn huge profits from advertising Google and Microsoft are two prime examples. The second thing to consider is what the browser itself does with your data. These tools allow ad-tech companies to build a profile on you, and “personalize” their ads so they’re more likely to catch your attention. The first is how well your browser protects you from unwanted identification and cross-site tracking. In general, there are two main things to consider when picking a browser. That makes privacy-first browsers one of the most effective ways to block tracking. Most often, you access websites through a Web browser (mobile apps being one notable exception). Key considerations when choosing a private browser But there are so many options to choose from… What’s the best private browser? More and more people are turning to private browsers to block this annoying-and invasive-fact of the modern Web. If that makes you uncomfortable, you’re not alone. Ever been browsing the Internet, seen an ad for some random product, then had ads for that same thing follow you to other sites? Of course you have-the Big Tech economy is totally reliant on watching and tracking your browsing habits so it can sell highly targeted ad space.

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