Yahoo sets new consumer data retention policy

Share this article:

This week Yahoo released a new policy on data retention. Under the policy, the number two search engine will anonymize its users log data within 90 days.

Few exceptions will be made for fraud, security and legal obligations. The policy will additionally apply to page views, page clicks, ad views and ad clicks. The previous policy was to hold data for up to 13 months.

"Yahoo been a longtime leader in privacy issues, and data retention is clearly key issue in privacy,” Kelley Benander, a Yahoo spokesperson, told DMNews. “We reviewed the entire business globally to find the minimum standard of time needed…and to make sure it would not impact our services for users, our research, analysis or ad systems.”

The review process took about a year, she said.

Consumer Watchdog, a nonprofit consumer group, immediately called on Google to match Yahoo's policy. Google currently has a policy of retaining data for nine months. Microsoft has an 18-month policy. 

Yahoo said the policy would not impact user experience or ad systems.

Share this article:

Follow us on Twitter @dmnews

Latest Jobs:

Featured Listings

More in Digital Marketing

Is the Next Mobile Already at Hand?

Is the Next Mobile Already at Hand?

Researchers quibble about just how big the Internet of Things is going to be, but a new report says it's going to be huge and that marketers need to pay ...

Sony Brings Data to Outdoor Advertising

Sony Brings Data to Outdoor Advertising

Norwegian moviegoers got front-row seats when Sony took dynamic digital ads off the Web and into theaters.

Ramp Introduces Video Platform for Marketers

Ramp Introduces Video Platform for Marketers

The cloud-based platform syncs with marketing automation and capitalizes on user behavior to extend view times.