Microsoft are expected to announce on Monday plans to permanently remove internet protocol (IP) addresses, as well as other identifying data associated with web searches from their databases after 18 months - although users can request the information to be stored for longer. Microsoft will also store search terms separately from account information that personally identifies a user, such as name, email address and phone number which have been gathered as part of other Microsoft services.
Additionally, Microsoft promises to give web-users the ability to opt out of behavioural ad targeting offered on third-party websites, as well as allowing users to browse and search its websites without being associated with a personal and unique identifier, which is used to tailor such targeted advertisements to the user.
Yahoo!, meanwhile, have announced plans to remove portions of IP addresses and personally identifiable cookie IDs within 13 months, unless users request the data is retained for longer or when the company is required to retain it for law enforcement or legal processes.
Last week, search engine Ask.com announced plans to launch a new tool that would allow web users to search the internet anonymously. The AskEraser tool allows users to customise their privacy preferences so the search engine won't retain their web search history, with users being able to view their privacy setting on the search results pages. The company also said it would maintain search data for 18 months before disassociating the search history from the IP address or cookie information.
The moves come amid discussion in the online industry over privacy concerns related to Google's proposed purchase of online ad provider DoubleClick, which is being probed by the US Federal Trade Commission and opposed by Microsoft on grounds of antitrust.
Microsoft and Ask have also said they will be working in conjunction with each other and are asking other companies and organisations to join them in creating industry guidelines for protecting consumer privacy in the areas of search and online advertising.
Last year, AOL inadvertently exposed the search data of more than 650,000 users, out of which the New York Times was able to discover the identity of at least one person, highlighting the risks associated with retention of search data.
