Yahoo today announced that they would begin to anonymize user data within 90 days. This includes search log data as well as page views, page clicks, ad views and ad clicks. Previously, Yahoo had kept unanonymized search log data for up to 13 months. Google currently keeps search log data unanonymized for up 9 months and Microsoft keeps it for up to 18 months. Yahoo says that there will exceptions to the limit for “fraud, security and legal obligations.” Anne Toth, Yahoo’s Vice President of Policy and Head of Privacy, said that the new limit is 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”
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