The companys previous stance was that all cookies would expire in 2038. Now, cookies on the PCs of inactive users will be tossed after two years.
According to Peter Fleischer, global privacy counsel for Google, based in Mountain View, Calif., cookie privacy is an issue both on the client and on the server side. On the server side, the search giant recently announced it would anonymize data, including IP addresses and cookie ID numbers, after 18 months.
That decision followed a long spell of Google being a headline-grabbing privacy whipping boy. Within a few weeks in the spring of 2007, Google was singled out as the only company to flunk Privacy Internationals privacy ranking, was criticized for its Street View service, which may get a bit too close for comfort, and was investigated in Europe for failing to follow elements of the European Union data protection law.
On the server side of the privacy question sits the issue of cookies.
The date for cookie expiration was initially set far in the future, Fleischer said, because the primary purpose of a cookie is to preserve preferences. Besides, he said, users can always change cookie handling behavior in their browsers. Users can, for example, delete all or specific cookies or accept specific types of cookies only, such as those from first parties and not those from third parties.
Cookies are sent by a server to a users Web browser and then sent back each time the user accesses the server again. The privacy concern is that these simple packets of text can be used to track browsing behavior.
Based on feedback from users and privacy advocates, Google has decided to toss its cookies far sooner than 2038.
Googles new policy is to issue cookies set to auto-expire in two years. Active users cookies will auto-renew, however. Cookies will expire on the systems of users who havent returned to Google within that two-year period.
"Together, these steps—logs anonymization and cookie lifetime reduction—are part of our ongoing plan to continue innovating in the area of privacy to protect our users," Fleischer said.
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