Google's browser, Google Chrome, has the 'incognito mode' option to allow users to browse the internet without leaving any traces of their online activity on their device and without their browsing history being recorded. However, Google did still record the data.
A lawsuit revealed that the technology company did continue to store searches and analyse data of users browsing in incognito mode, and used that data to sell ads. A number of people felt they were misled and filed a complaint. Now, the court ruled that the retained data must be destroyed.
Nearly everything users do online through programmes such as Google Chrome, Microsoft Edge or Safari is tracked and analysed. These browers also give the option to surf incognito, or privately. And while incognito mode gives users the feeling that they are going online anonymously, that is not the case.
Incognito's advantage is that the user's browsing history is not stored on their computer or phone, and cookies are deleted. This means that if someone else uses their device, they cannot see what has been searched before.
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"It is always good to think about what they call in technical terms your 'threat model'. Or in other words: what exactly do you want to protect yourself against? That's an important question," Bart van Buitenen of Dasprivé, a non-profit organisation that aims to create awareness around privacy, told VRT.
"If you go online to buy a gift for your partner or children, for example, incognito mode is great. If your partner opens the computer after your visit, there are no traces of that purchase on your computer. Convenient."
But you still leave traces when browsing in that mode: the IP address, but also everything you did on that gift website did show up for the website's administrators, for example. This means that your visit will still be reflected in the website's analytics data.
"If your 'threat model' goes a bit further and you also do not want Google and other parties to see what you are doing, incognito is not enough," said Van Buitenen.
Here are some tips to remain anonymous online:
Adjust your search engine
Your internet browser allows you to choose which search engine too use. Many people are quick to opt for Google, but there are alternatives as well. The two best-known ones are startpage.com and duckduckgo.
"Startpage.com uses Google in the background. They forward your searches to Google, but they extract all kinds of data about you as a user. You have the power of Google, without Google receiving all kinds of data about you," said Van Buitenen.
"You can also use Duckduckgo. I think it is slightly inferior to Google, but you do search the internet completely apart from Google," he added.
Change your browser
Google Chrome is by far the most widely used browser, but there are plenty of other options. "Personally, Brave is my preferred choice. It is a modified version of Google Chrome, but Brave has taken some forms of tracking out of the browser. On the other hand, they have also added some things," Van Buitenen said.
When you visit a website, that website gets information about the user visiting them. "That is not your name, address, or phone number, but information about whether you are using a Windows or Apple computer, which browser you use, which plugins that browser has, what your screen resolution is.... That is pretty unique information."
Those parameters are aggregated to create your browser fingerprint. And while every browser sends that information, Brave – unlike other browsers – modifies that fingerprint.
"They add additional or fake parameters. Then when you visit a website, it looks like you have different parameters from the last time," Van Buitenen said. "So as if you were browsing with a different computer or smartphone this time, for example. In this way, tracking across the internet based on your fingerprint is also countered."
Use a VPN
VPN stands for virtual private network. Many people know it because it allows them to watch Netflix US instead of just Netflix Belgium, for example. "But a VPN was really originally intended as a way to achieve better security and higher privacy," he explained.
A VPN ensures that a connection is first made from your computer to somewhere else in the world, near or far away. From that computer, you then surf to the rest of the web. "A VPN ensures that all websites you visit think that you are from America, Asia or Germany. This gives you an extra level of anonymity or privacy on the Internet."
Additionally, a VPN is also an extra security when using an unsafe network, such as in a cafe or on a public network.
Use an adblocker to block ads
An ad blocker is a programme that blocks online advertisements. Marketers receive a lot of information about you from Google and Facebook, among others, which allows them to advertise in very targeted ways.
"Ublock or Adblock Plus is recommended because it also makes a difference between normal advertisements or very intrusive ads that follow you everywhere or do not take ethics too seriously," Van Buitenen said. "In addition, an ad blocker simply provides a better surfing experience because there is less 'noise' that appears on the screen."
