Ghostery

Ghostery, founded in 2009, is a privacy-focused company known for its browser extensions and mobile apps that block ad trackers and protect user data.

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Provides browser extensions and mobile apps that block ads and trackers while browsing the web.

Ghostery, founded in 2009, is a privacy-focused company known for its browser extensions and mobile apps that block ad trackers and protect user data. Originally developed by German software engineer Alexander Rink, Ghostery gained early traction by allowing users to see and block hidden trackers on websites. The company was acquired by Cliqz in 2017, then later spun out as an independent entity under CEO Jean-Paul Schmetz.

Ghostery's flagship product is its tracker-blocking browser extension, available for Chrome, Firefox, and Edge, which has been downloaded over 100 million times. The company also operates WhoTracks.Me, a transparency project that publishes data on global tracking trends. Ghostery has positioned itself as a privacy advocate, though its business model has shifted over time—initially offering a paid premium version, then experimenting with a data-sharing opt-in program (later discontinued due to backlash), and now focusing on freemium tools.

In 2024, Ghostery marked its 15th anniversary amid growing public concern over ad tracking, though CEO Schmetz has argued that regulation alone won't solve privacy issues. The company faces competition from built-in browser privacy features and larger rivals like DuckDuckGo.

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Who buys this

  • Privacy-conscious individual users
  • Enterprise clients seeking employee privacy tools
  • Researchers analyzing web tracking trends
  • Media organizations covering digital privacy

Strengths and what to watch

Strengths

  • 15+ years of specialized expertise in tracker detection
  • Open-source transparency for core technology
  • WhoTracks.Me provides unique industry visibility into tracking practices

Watch for

  • Browser vendors increasingly build similar features natively
  • Past controversies over data collection practices
  • Reliance on freemium model with unclear revenue scale

Key Information

Founded
2009

Frequently Asked Questions

What is Ghostery and what does it do?

Ghostery is a privacy-focused browser extension and mobile app that blocks ads and hidden trackers while browsing. Founded in 2009, it lets users see and block tracking elements on websites, with over 100 million downloads. The company also runs WhoTracks.Me, a transparency project analyzing tracking trends.

How does Ghostery block trackers?

Ghostery identifies and blocks tracking scripts, pixels, and cookies that follow users across websites. Its database detects thousands of trackers, preventing data collection by advertisers and analytics firms. The open-source technology works on Chrome, Firefox, and Edge, showing users which trackers were blocked on each page.

Is Ghostery safe to use for privacy?

Ghostery is generally safe for privacy, though it faced past criticism for a discontinued data-sharing program. Currently, it operates on a freemium model without selling user data. The core technology is open-source, allowing transparency. However, some browsers now offer similar built-in protections.

How does Ghostery compare to built-in browser privacy features?

Ghostery offers more granular control than most built-in browser protections, with detailed tracker visibility and blocking options. While browsers like Firefox and Safari now block some trackers natively, Ghostery provides deeper customization and the WhoTracks.Me research project for advanced users.

What happened with Ghostery's data collection controversy?

In 2018, Ghostery faced backlash for an opt-in program sharing anonymized browsing data with advertisers. The company discontinued this practice after criticism from privacy advocates. Since becoming independent in 2017, it has shifted focus to freemium tools without data monetization.

Who uses Ghostery besides individual browsers?

Beyond personal users, Ghostery serves enterprises needing employee privacy tools, researchers analyzing tracking trends, and media organizations covering digital privacy. Its WhoTracks.Me project provides unique industry data used by academics and journalists studying online surveillance practices.

Sources

  1. techcrunch.com — CEO's stance on regulation and company anniversary
  2. www.ghostery.com — Tracking industry analysis and company research capabilities
  3. techcrunch.com — Mobile browser development history
  4. www.eff.org — Early technical capabilities against tracking