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By Tammy Bruce
Topic - Anne Toth
The federal government has put Google, Microsoft, Apple and other technology companies on notice: Give consumers a way prevent advertisers from tracking their movements across the Web _ or face regulation.
Yahoo plans to extend the amount of time it retains records on what its users search for online, less than two and a half years after breaking from the other big Internet search engines and promising to delete such data promptly.
That enables Internet companies to offer everything from online stock quotes to unlimited email storage for free, says Anne Toth, Yahoo's chief trust officer.
To keep up, she said, Yahoo needs to be able to offer its own highly personalized services _ including online shopping recommendations, customized news pages and search tools that can anticipate what users are looking for.