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 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.