Microsoft
What’s the most private search engine of them all?
Ask, Google, Microsoft and Yahoo have all announced new efforts to bolster privacy on their sites. Here's a run-down of what each says it will do with your data.
In an effort to bolster its privacy cred, Microsoft has announced that it will allow Web searchers to opt-out of behaviorally targeted ads on its sites. Behavioral targeting keeps track of your habits as you move through Microsoft’s network — the system might serve you ads for a DVD store next week if it notices that you’re searching for a DVD player today.
Microsoft also says it will now keep people’s search data in its server logs for 18 months, after which it will “anonymize” that information. In the past, Microsoft, like many other search engines, kept the data indefinitely; look up a DVD player today and the company would have recorded your IP address and your search terms in its logs forever.
Microsoft’s news follows similar recent privacy adjustments from Ask, Google and Yahoo, a result of pressure from the Federal Trade Commission, European regulators, and a desire to one-up each other in the war for privacy conscious users.
So what’s the most private search engine? If you’re looking to keep big companies out of your business, here’s a handy run-down:
- Google: In March, the company announced that it would keep search logs for 18 months, after which it would make the data anonymous. Every time you use any search engine, the site keeps a note of your Internet address, your search query, and details from “cookies” you have on your computer. Search engines say they use that data to keep their engines running well. Google, for instance, uses search logs to run its spell checker, to track spam, fraud, and attacks on Google’s and other Internet machines, as well as in an effort to comply with some regulations (for instance, anti-terrorism laws being contemplated by lawmakers in the U.S. and Europe).
Google was the first major engine to set a time limit on this data. Now, when you search for something in Google, the site will keep your information for a year and a half — after that, it’ll scrub the search request to remove your Internet address and other potentially identifiable data. Google says that in order to comply with the law, 18 months is the shortest amount of time it has determined it must save the data.
Google also does not “profile” users for marketing purposes. Google’s ad business — so far — is based on keywords. You’re served up an ad according to the search term you type in a for a specific search; Google makes no attempt to determine your demographical profile (your sex, your age, etc.) based on your searching history.
- Microsoft’s Windows Live Search: Microsoft’s 18-month server log plan works much the same was Google’s. But Microsoft has another privacy problem: it makes extensive use of demographic profiling. Search Engine Land’s Danny Sullivan points to this Wall Street Journal piece from December:
If someone types in “compare car prices” on Live Search, Microsoft’s computers note that the person is probably considering buying a vehicle. The computers then check with the list of Hotmail accounts to see if they have any information on the person. If they do, and an auto maker has paid Microsoft to target this type of person, the computer will automatically send a car ad when she next looks at a Microsoft Web page. As a result, people should see more ads that are of interest to them. “We know what Web sites they have visited and what key words they used,” says Mr. Dobson. “We can deduce what their interests are.” Microsoft says that in testing in the U.S., behavioral targeting increased clicks on ads by as much as 76 percent.
It’s this process that Microsoft is seeking to mitigate with its new profiling policy. The company says that users will soon be able to opt-out of demographic ad targeting if they choose.
- Ask.com: Last week the company announced that at some point in the future, it would also implement a new policy to keep users’ search data for only 18 months. At some point in the future is the key news here. It’s not clear when Ask will do this because it plans to activate the new policy at the same time that it unveils a new feature called Ask Eraser, which will theoretically allow users to request that the company erase search logs immediately.
But how or whether Ask Eraser will work is a mystery, as Danny Sullivan notes. It is also unclear how Ask plans to get around the laws that Google says requires it to keep search data for at least 18 months.
- Yahoo: The company tells the New York Times that it will keep search-log data for only 13 months. That’s five months fewer than Google and Microsoft keep your data, but still longer than Ask’s theoretical immediate-deletion policy.
Like Microsoft, Yahoo also behaviorally targets ads to people who visit its sites, but it has announced no plans to let people opt-out of this practice.
Farhad Manjoo is a Salon staff writer and the author of True Enough: Learning to Live in a Post-Fact Society. More Farhad Manjoo.
Latest WikiLeaks: Microsoft aided dictator
Bill Gates' deal with the government of Tunisia, and other instances of officials and corporations behaving badly
Bill Gates and former Tunisian President Zine el Abidine Ben Ali. (UPDATED BELOW)
Politicians and corporations behaving badly: that’s one theme that emerges from the latest secret State Department cables released by WikiLeaks.
The new revelations don’t measure up to the seriousness of the alleged massacre of civilians by U.S. troops in Iraq that I delved into over the weekend. But they are still very much worth noting.
A cable from 2008 titled “Mayawati: Portrait of a Lady” reports that the chief minister of India’s Uttar Pradesh state (the country’s most populous) once dispatched an empty private jet to Mumbai to procure her favorite brand of sandals:
Continue Reading CloseJustin Elliott is a reporter for ProPublica. You can follow him on Twitter @ElliottJustin More Justin Elliott.
Microsoft to buy Skype for $8.5 billion
Purchase will mark largest acquisition in the software maker's 36-year history
Microsoft Corp. said Tuesday that it has agreed to buy the popular Internet telephone service Skype SA for $8.5 billion in the biggest deal in the software maker’s 36-year history.
Buying Skype would give Microsoft a potentially valuable communications tool as it tries to become a bigger force on the Internet and in the increasingly important smartphone market.
Microsoft said it will marry Skype’s functions to its Xbox game console, Outlook email program and Windows smartphones. The company said it will continue to support Skype on other software platforms.
Continue Reading CloseSteve Jobs beats Microsoft with an iPad club
The last time life was this good for Apple, the PowerBook was new and Windows 3.1 had yet to launch
The Mac Classic II The news that for the first time in 20 years, Apple’s quarterly net profit — $5.99 billion — has exceeded Microsoft’s — $5.23 billion — is remarkable for a couple of reasons. First, there’s the fact that the massive success of the iPad has pounded the market for consumer laptops and notebooks running Windows.
Continue Reading CloseConsumer PC shipments dropped 8 percent in the quarter, Microsoft Chief Financial Officer Peter Klein said. Netbooks — the cheap laptops that became popular during the recession — plunged 40 percent, partially because of defections to tablet computers, he said.
Andrew Leonard is a staff writer at Salon. On Twitter, @koxinga21. More Andrew Leonard.
Nokia, Microsoft in pact to take on Apple, Google
World's largest mobile maker will use Window's software as the main platform for its smartphones
Smartphones like the Nokia 5800 will now be programed with Microsoft Window's Phone software in a partnership aimed at taking consumers away from iPhones and Androids. Technology titans Nokia and Microsoft are combining forces to make smart phones that might challenge rivals like Apple and Google and revive their own fortunes in a market they have struggled to keep up with.
Nokia Corp., the world’s largest maker of mobile phones, said Friday it plans to use Microsoft Corp.’s Windows Phone software as the main platform for its smart phones in an effort to pull market share away from Apple’s iPhone and Android, Google’s software for phones and tablets.
Continue Reading CloseRay Ozzie leaves Microsoft
He was considered a possible heir apparent; his departure is bad news for the software giant
Ray Ozzie Ray Ozzie gave me hope for Microsoft. When he joined the software behemoth after it bought his collaboration-software company, Groove Networks, he brought qualities to the executive suite that Microsoft sorely needed. The most notable was an appreciation that the software world was moving toward models of cooperation with others as much as plotting their ruination. He was considered a potential, even likely, successor to Steve Ballmer, the only other CEO Microsoft has had besides Bill Gates.
So much for that idea. Ozzie’s departure, announced today in a weirdly low-key manner, shows that Microsoft is still struggling to define itself for the Internet era.
Continue Reading CloseA longtime participant in the tech and media worlds, Dan Gillmor is director of the Knight Center for Digital Media Entrepreneurship at Arizona State University's Walter Cronkite School of Journalism & Mass Communication. Follow Dan on Twitter: @dangillmor. More about Dan here. More Dan Gillmor.
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