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Why Ghostery's Business Model is so successful?

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Ghostery’s Company Overview

Ghostery is a privacy and security-focused technology company that provides browser extensions and solutions designed to enhance users' online privacy, control their digital footprint, and protect against online tracking and advertising. Founded in 2009, Ghostery has been at the forefront of empowering users to take control of their online privacy. It provides online privacy solutions to consumers and businesses. The company offers Ghostery, a browser extension that helps users see and understand the data being collected and used on the Websites they visit and the companies controlling the data collection; and Evidon, a digital governance solution that enables organizations to optimize their Websites, apps, and ads, and offer transparency and choice to their customers. It also provides Evidon Encompass, a digital governance platform that provides businesses with a suite of tools to assess, prioritize, and mitigate privacy, security, and compliance risks associated with the digital ecosystem; and Evidon Assurance, a platform that helps businesses to monitor their digital governance program and automate compliance reporting. Ghostery operates on a business model centered around privacy and data protection solutions. The company offers browser extensions compatible with popular web browsers, including Chrome, Firefox, Edge, and others. These extensions empower users to block trackers, advertisements, and other web elements that may compromise their privacy. Ghostery also provides a suite of privacy-focused products and services, including a privacy-focused browser for mobile devices. One of Ghostery's key offerings is its Enhanced Ad Blocking feature, which blocks ads and provides users with insights into the trackers on a website, allowing them to make informed decisions about their online interactions. Ghostery's focus on transparency and user education aligns with its commitment to putting control over personal data back into the hands of users. Ghostery's revenue model is primarily based on a freemium model. The basic browser extension, which includes essential privacy features, is available for free to users. However, Ghostery also offers a premium subscription, often referred to as "Ghostery Plus" or a similar name. This premium version provides users with additional features and functionalities, such as an enhanced ad-free browsing experience, faster page loads, and advanced tracking protection. Users who opt for the premium subscription typically pay a recurring fee to access these premium features. The subscription revenue contributes to Ghostery's financial sustainability while ensuring that users who require advanced privacy protections have the option to access a more comprehensive suite of tools. Ghostery's commitment to privacy and user empowerment has positioned it as a trusted tool among individuals seeking to maintain greater control over their online experiences. The company continues to adapt its offerings to address evolving privacy concerns in the digital landscape.

Country: New York

Foundations date: 2009

Type: Private

Sector: Information & Media

Categories: Software

Ghostery’s Customer Needs

Social impact:

Life changing: affiliation/belonging

Emotional: reduces anxiety, rewards me, nostalgia, design/aesthetics, badge value, wellness, therapeutic value, fun/entertainment, attractiveness

Functional: saves time, reduces risk, informs

Ghostery’s Related Competitors

Ghostery’s Business Operations

Codifying a distinctive service capability:

Since their inception, information technology systems have aided in automating corporate operations, increasing productivity, and maximizing efficiency. Now, businesses can take their perfected processes, standardize them, and sell them to other parties. In today's corporate environment, innovation is critical for survival.


Freemium is the sum of the words free and premium and refers to a business strategy that provides both free and premium services. The freemium business model works by providing essential services for free and charging for enhanced or extra capabilities. This is a typical practice among many software firms, who offer imperative software for free with restricted functionality, and it is also a popular approach among game developers. While everyone is invited to play the game for free, extra lives and unique game features are accessible only once the player buys.

Low-budget innovation:

Fast-moving consumer goods businesses produce co-created items with early adopters through sample testing based on user observation and involvement. As a result, fast-moving consumer goods businesses may obtain a greater new product success rate while incurring fewer development expenses via a low-budget innovation business strategy. That is referred to as low-budget innovation.

Reverse engineering:

It is a legally sanctioned technique of duplicating a technology in which, rather than beginning from scratch, one starts with an existing product and works backward to determine how it works. Once the product's basic principle or core idea is established, the next stage is to replicate the same outcomes using other methods to prevent (legally prohibited) patent infringement. The cost of manufacturing is significantly lowered.

Platform as a Service (PaaS):

Platform as a Service (PaaS) is a class of cloud computing services that enable users to create, operate, and manage apps without the burden of establishing and maintaining the infrastructure usually involved with designing and developing an app.

Software as a Service (SaaS):

Software as a Service (SaaS) is a paradigm for licensing and delivering subscription-based and centrally hosted software. Occasionally, the term on-demand software is used. SaaS is usually accessible through a web browser via a thin client. SaaS has established itself as the de facto delivery mechanism for a large number of commercial apps. SaaS has been integrated into virtually every major enterprise Software company's strategy.

Open innovation:

A business concept established by Henry Chesbrough that inspires firms to pursue out external sources of innovation in order to enhance product lines and reduce the time needed to bring the product to the market, as well as to industry or release developed in-house innovation that does not fit the customer's experience but could be used effectively elsewhere.


Subscription business models are built on the concept of providing a product or service in exchange for recurring subscription income on a monthly or annual basis. As a result, they place a higher premium on client retention than on customer acquisition. Subscription business models, in essence, concentrate on revenue generation in such a manner that a single client makes repeated payments for extended access to a product or service. Cable television, internet providers, software suppliers, websites (e.g., blogs), business solutions providers, and financial services companies utilize this approach, as do conventional newspapers, periodicals, and academic publications.

Take the wheel:

Historically, the fundamental principles for generating and extracting economic value were rigorous. Businesses attempted to implement the same business concepts more effectively than their rivals. New sources of sustained competitive advantage are often only accessible via business model reinvention driven by disruptive innovation rather than incremental change or continuous improvement.


Compared to more centralized development methods, such as those usually employed by commercial software firms, the open-source model is more decentralized. Scientists see the open-source approach as an example of collaborative openness. Peer production is a fundamental concept of open-source software development, with deliverables such as source code, blueprints, and documentation made freely accessible to the public. The open-source software movement started as a reaction to the constraints imposed by proprietary programming. Since then, its ideas have extended to other areas, resulting in what is known as open cooperation. Typically, money is generated via services that complement the product, such as advising and maintenance.

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