"last year, it bowed to pressure from the EU and shaved six months off its retention of identity information. In a further move to avert potential legislation, Google announced yesterday that it would cut the figure in half: IP addresses in its logs will now be anonymized after nine months.
Google has some obvious interests in keeping track of specific IP addresses. All of its businesses, from search to directed advertising, rely on identifying connections among content and its readers, and IP addresses can help with that process. They’re also essential in the identification of click fraud, which can reduce the value of the ad services Google provides. Finally, they can help the search giant identify malware attacks that either target its servers, or spread by using information obtained there. " – Content courtesy of Google bows to EU pressure, cuts data retention period again