Yahoo has lowered the length of time it keeps user data gathered from its search engine from 13 months to 90  days, including information about what users search for and which links and advertisements they click from the Sunnyvale, California-based company's Web site, the Web pioneer announced Wednesday. After the three month data retention period Yahoo users worldwide will have their digital tracks turned into an anonymous format, with limited exceptions intended to keep the company's legal obligations, fraud fighting and security efforts intact, Yahoo said. Yahoo Ends Former 13-Month Data Retention Policy The new policy made Yahoo the only search engine among the top three with a three month data retention plan. In September leading search engine firm Google lowered the amount of time it kept complete log file information on all searches performed from 18 months to nine months, while Microsoft 's Live Search, the third most-used search engine, has an 18 month retention period in place. Earlier this month Microsoft said that it would drop its data logging plan to six months if its rivals did the same, however it was not immediately apparent whether Yahoo's move would cause the world's largest software maker to make such change. Microsoft has not yet responded to the new Yahoo plan. Yahoo's new policy was expected to add increased pressure on rival search engine firms to similarly reduce the amount of time they hold user data before scrubbing it. After Yahoo makes portions its user data anonymous, it will keep the information for no longer than six months for legal, fraud and security reasons, Yahoo said. "Yahoo will retain system specific data in identifiable form for no more than 6 months," Yahoo said Wednesday. Privacy Advocates Seek Stronger Search Data Safeguards "In our world of customized online services, responsible use of data is critical to establishing and maintaining  user trust," Yahoo head of privacy Anne Toth said Wednesday in a statement announcing the firm's new global data retention policy. " Yahoo said the policy aimed to help strengthen trust among its 500 million users. "We know that our users expect relevant and compelling content and advertising when they visit Yahoo, but they also want assurances that we are focused on protecting their privacy," said Toth. Some privacy advocates have expressed concern that the methods used by search engine firms to anonymize data may not go far enough, and have suggested that even personal search query data that has had identifying Internet Protocol (IP) address information completely disassociated with it can still be used to find the identity of individuals. Three Month Period Chosen After Worldwide Review Some European regulators have urged Yahoo and other search engine firms to implement a six month limit on retaining complete search log files, including an advisory body at the European Commission that called for the change in a paper issued earlier this year. Yahoo made the decision to lower its data retention period to a length "only long enough to serve our business and create the highest quality user experiences" after conducting a review of its data practices worldwide, the company said. Search engine firms have contended that lengthier data retention periods help them in providing the most relevant targeted advertising. Toth said the shorter time limit for keeping data was as low as Yahoo could presently go to meet its demands. "This policy represents Yahoo's assessment of the minimum amount of time we need to retain data in order to respond to the needs of our business while deepening our trusted relationship with users," Toth said in the Wednesday statement. "We're proud this new policy sets a new benchmark for the industry," she added. Yahoo Drops Global Data Retention Period To Three Months Privacy International, a global organization working for the protection of privacy, has pushed for a universal one month data retention period. "I would challenge industry to move to 30 days across the board," the organization's head Simon Davies said in a recent B.B.C. report. "People should demand that their information is expunged as rapidly as possible," Davies added. Yahoo did not provide details of which specific portions of user data are collected, however some industry analysts saw the move as a positive step. One member of the online discussion forums operated by WebmasterWorld, a community of webmasters and search engine marketing (SEM) professionals founded by chief executive Brett Tabke, welcomed Yahoo's decision to shorten the amount of time it keeps user data. "This is a good move by Yahoo," the WebmasterWorld member, using the handle "2clean" wrote Wednesday. "Let's hope others follow suit," the forum member added. Related Links :
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