Yahoo has announced a new global data retention policy that it says sets an industry-leading approach to user data privacy.
Under the new policy, Yahoo will "anonymise" user log data within 90 days and says it will expand the policy to apply not only to search log data but also page views, page clicks, ad views and ad clicks.
"In our world of customized online services, responsible use of data is critical to establishing and maintaining user trust", said Anne Toth, Yahoo's VP of policy and head of privacy.
"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".
Microsoft has recently announced it will reduce its policy to 6 months, while Google also recently made changes to 9 months, down from 18.