DuckDuckGo is a free, privacy-focused search engine which is one take on that and does 100M search queries daily and has roughly a 2% share in the search market in the US. It does also have a keyword-based ad model, but does not personalize or target search results or ads other than based on the search term.

They want greater privacy and safety when searching online: As users resist sharing their personal data with search engines like Google, there is growing use of privacy-focused browsers like DuckDuckGo and Brave that provide users with greater control over privacy settings. In 2020, DuckDuckGo increased its traffic by 62% in one year. Since then... See more