In an unprecedented move to address the growing concerns of privacy advocates, Yahoo announced that they will be reducing the length of time they retain personally identifiable search records from 13 months to 90 days.  The company’s two biggest rivals, Google and Microsoft, currently keep this information for 9 months and 18 months respectively.  Whether or not this action will force the hands of these competitors, however, remains to be seen. 

Still, Yahoo thinks this maneuver will accomplish two things – removing them from the heated discussion surrounding these privacy issues and handing them a clear advantage amongst users that wish to ensure greater online anonymity. 

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