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How long does Yahoo! keep interest categories and the data used to create them?

April 26, 2017Categories create Data Used yahoo

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How long does Yahoo! keep interest categories and the data used to create them?

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Ad customization categories are a rolling average of a person’s interest. This means they change over time based on a person’s most recent activity on Yahoo!. Most categories have a lifespan of anywhere from a few days to a few months. We tend to believe people are more likely to be interested in ads that reflect more recent visits and activity. Yahoo! announced its data retention policy in 2008. Under this policy, Yahoo! will de-identify log file data after 90 days, with certain exceptions for fraud and abuse systems, which will be de-identified at 6 months, and for meeting legal obligations. This retention policy applies to log file data that flow into our advertising customization tools.