Microsoft sets time limit on search storage data

Microsoft plans to announce changes in its customer privacy program. Microsoft will set a limit on how long the company will save the data about customer queries through its search engine. This move by Microsoft is seen as a tactic by the company to distinguish itself from Google, its main competitor and rival, which had to face criticism from several quarters on the same matter.

The new privacy policy, which will be announced by Microsoft will allow customers to opt out of targeted advertisements by third-party advertisers using Microsoft's Windows Live service.

In a separate instance, Microsoft and Ask.com, another search engine player, came up with a suggestion for setting up a common set of regulations regarding customer data storage and use. Peter Cullen, Microsoft's chief privacy strategist, said, "We have been thinking deeply about privacy related to search and online advertising and believe it is critical to evolve our privacy principles. We're really focusing on: how do we be more transparent ... how do we give customers more control over what they want."

Microsoft said that the company will make the search query data of the customers anonymous after 18 months, unless it receives consent to hold it longer, by permanently removing cookies, IP addresses or other information that links a specific customer to search terms. Microsoft has selected the 18-month period as default as the customers can retain their data if they want. The company also said that the policy will apply retroactively and worldwide.

Last week, Google had announced that the company will reduce the lifetime "cookies" — files that track people's Internet use — to two years. The EU data-protection agency has criticised Google for holding the customer's information too long. Now the other search engine players are also going the Google way, to remain unhurt from the strict EU policies.

Cullen said that Microsoft will retain the search data for 18 months for several reasons. Search engines rely on analyzing large amounts of data over time to deliver relevant results. "If you delete it too soon, "you don't improve the service," he said.

By announcing the new directives on customer data holding period, Microsoft is taking new steps to protect consumer privacy in the areas of Web search and online advertising and has called on the Internet industry to support it.