Technology giants like Google and Facebook are continuing to face pressure over how they capture and use customer data, with regulators questioning the power they have.
A new internet browser is offering an alternative for users who want a more privacy-focused search engine.
Brave is one such browser that will not track people's data, while also offering a financial incentive for people to switch from their current search engine.
Newstalk’s Technology Correspondent, Jess Kelly, outlined to Newstalk Breakfast how Brave will work.
"The big difference here is instead of having personalised ads and tracking across the web browser and the entire search engine function, they don't do that," she said.
"It's Brave by name and brave by nature.
"It's very much taking on Google. We kind of know when we put something in a Google search, all of a sudden the ads you see right across the internet are based on that particular search.
"A lot of us are waking up to that now, a lot of us don't like it, and while Google is giving people the option to turn off personalisation and so on, there's still a lot of data being taken right across the internet.
"We know that Apple is doing great work in this space at the moment, but Brave is very much putting it up to Google now and saying that we don't want our users' information tracked so when they use our platform, that simply won't happen."
Brave will be trying to build itself up to get into the same position as Google, but at the moment, it may not have the same 'deep dive' results as the mammoth search engine has now.
Jess added that the quicker more people move over to Brave, the more resources it will have and more advertising value.
She outlined an "interesting" idea that the company has implemented to encourage internet users to switch.
"If people do move over, not only will you not see personalised ads, but you could make money from the ads you do see," Jess said.
"They actually spilt the ad revenue 70/30 with the user so if you are searching for your takeaways, you will get 70% of the ad revenue for the ads you do see.
"It's a very enticing and attractive offer for the customer, whether or not people will make the move, I don't know."