阅读理解
The online economy—from search to email to social media—is built in large part on the fact that consumers are willing to give away their data in exchange for products that are free and easy to use. The assumption behind this trade-off is that without giving up all that data, those products either couldn't be so good or would have to come at a cost.
But a new working paper, released this week by Lesley Chiou of Occidental College and Catherine Tucker of MIT, suggests that the trade-off may not always be necessary. By studying the effects of privacy regulations in the EU, they attempted to measure whether the anonymization(匿名化) of search data hurts the quality of search results.
Most search engines capture user data, including IP addresses and other data that can identify a user across multiple visits. This data allows them search companies to improve their algorithms(算法) and to personalize results for the user. At least, that's the idea. To determine whether storage of users' personal data improves search results, Chiou and Tucker looked at how search results from Bring and Yahoo differed before and after changes in the European Commission's rules on data retention(数据保存). In 2008 the Commission recommended that search engines reduce the period over which search engines kept user records. In response, Yahoo decided to strengthen its privacy policy by anonymizing user data after 90 days. In 2010 Microsoft changed its policy, and began deleting IP addresses associated with searches on Bring after six months and all data points intended to identify a user across visits after 18 months. In 2011 Yahoo changed its policy again, this time deciding to store personal data longer—for 18 months rather than 90 days—allowing the researchers yet another chance to measure how changes in data storage affected search results.
The researchers then looked at data from UK residents' web history before and after the changes. To measure search quality, they looked at the number of repeated searches, a signal of dissatisfaction with search results. In all three cases, they found no statistically significant effect on search result quality following changes in data retention policy. In other words, the decision to anonymize the data didn't appear to impair the search experience. “Our results suggest that the costs of privacy may be lower than currently perceived,” the authors write, though they note that previous studies have come to different conclusions.
