Google, responding to concerns over user privacy, announced that they will be reducing the amount of time that they keep user search history from 24 to 18 months. The company has been under fire recently for not sufficiently protecting the privacy of its users. Whenever a search is made the company cache’s the data, using it for marketing and advertising research. While the company does share information regarding general browsing trends and habits, Google maintains that it doesnt divulge any user-specific data. While reducing their retention period by 6 months is certainly a solid concession, there are many claiming that the company is not going far enough. It’s certainly a valid debate, but at the end of the day, Google relies heavily on search data to provide effective advertising solutions, which is a large part of its revenue stream. Compromises, compromises.