25 July 2007
Search companies are coming under increasing pressure to address internet users' concerns regarding privacy whilst at the same time collating information about user browsing behaviour to "improve" the level of service they offer consumers.
In an article published in Times Online this month, it was reported that Microsoft are now entering the ring claiming protection for user privacy by stating that search queries would be erased after 18 months. Microsoft go one step further, by calling on all the search companies to agree a common privacy strategy: Microsoft's chief privacy strategist, Peter Cullen states "We hope others will join us in developing principles that address these important issues. People should be able search and surf online without having to navigate a complicated patchwork of privacy policies."
At present, Google will erase search queries relating to personal details after 18 months and its cookies will be erased after 2 years. Yahoo have said they will erase search results after 13 months - unless the user requests a period to the contrary. Ask.com, the fourth largest UK search company is currently working on software that retains no information about search queries - called Ask Eraser.
Microsoft has also announced they will enable users to opt out of "behaviourally targeted ads" - adverts that are specifically targeted to users based on their previous searches.
Search data collated in May by comScore shows Google was top of the UK search engines, with 76.6% of users searching on Google. Yahoo came second with 8.3%. Microsoft's Windows Live was third with 6.7% and Ask.com the fourth most used search engine with 3.8% of the UK search market.
In an article published in Times Online this month, it was reported that Microsoft are now entering the ring claiming protection for user privacy by stating that search queries would be erased after 18 months. Microsoft go one step further, by calling on all the search companies to agree a common privacy strategy: Microsoft's chief privacy strategist, Peter Cullen states "We hope others will join us in developing principles that address these important issues. People should be able search and surf online without having to navigate a complicated patchwork of privacy policies."
At present, Google will erase search queries relating to personal details after 18 months and its cookies will be erased after 2 years. Yahoo have said they will erase search results after 13 months - unless the user requests a period to the contrary. Ask.com, the fourth largest UK search company is currently working on software that retains no information about search queries - called Ask Eraser.
Microsoft has also announced they will enable users to opt out of "behaviourally targeted ads" - adverts that are specifically targeted to users based on their previous searches.
Search data collated in May by comScore shows Google was top of the UK search engines, with 76.6% of users searching on Google. Yahoo came second with 8.3%. Microsoft's Windows Live was third with 6.7% and Ask.com the fourth most used search engine with 3.8% of the UK search market.
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