Google announced Wednesday it will soon overhaul its privacy policies. Under the new plan, all information logged from its search users -- keyword queries, IP addresses, and cookies, for example -- will be scrubbed after 18 to 24 months. Privacy advocates say it's a step in the right direction, but see much room for improvement.From the civil liberties perspective, it is comforting that perhaps Battelle was wrong and clickstreams won't be eternal. From an IT perspective, this will certainly save them some disk space. From a direct marketing perspective, 18 months is plenty -- purging stale data will have no material impact on any of Google's targeting efforts.
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