Yahoo has announced a new data retention policy that slashes the time personal details are held.
In its new policy, details will be held for only three months after which time the log data will be anonymised. With limited exceptions for fraud, security and legal obligations, Yahoo will expand the policy to apply not only to search log data, but also page views, page clicks, ad views and ad clicks.
In order to fight fraud and preserve system security, Yahoo said that it will retain system specific data in identifiable form for no more than six months. It also claimed that it may have to retain data for longer periods to meet other legal obligations.
The announcement follows a review of its data practises and Yahoo believes that it needs to hold on to data for long enough to serve the business.
Anne Toth, Yahoo's vice president of policy and head of privacy, said: “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. We're proud this new policy sets a new benchmark for the industry.”