Yahoo Updates Data Practices, Giving Users More Control Over Personalized Advertising
September 29, 2025 – Yahoo is informing users of updates to its data practices regarding teh use of personal information for advertising and content personalization. The changes, detailed in a new consent notice appearing on Yahoo properties, provide users with greater clarity and control over how their data-including precise location, IP address, browsing history, and search queries-is utilized.
These updates arrive amid increasing global scrutiny of data privacy and evolving regulations like the European Union’s General Data Protection Regulation (GDPR). The changes impact anyone using Yahoo services, including platforms like Yahoo Sports and Yahoo Mail, and affect the delivery of tailored advertising, content recommendations, and the measurement of advertising effectiveness. Users are now presented with clear options to manage their data preferences.
Specifically, Yahoo utilizes this data for analytics, to deliver customized advertising and content, measure ad and content performance, conduct audience research, and improve its services. Users can choose to reject the use of cookies and personal data for these purposes by selecting “Hylkää kaikki” (Reject All). Alternatively, they can customize their preferences via “Hallitse tietosuoja-asetuksia” (Manage Privacy Settings).
Yahoo emphasizes that users can revoke or modify their consent at any time through links found in the privacy and cookie settings on its websites and applications.Further details regarding Yahoo’s data handling practices are available in its Privacy Policy (https://sports.yahoo.com/redirect?to=https%3A%2F%2Flegal.yahoo.com%2Fie%2Ffi%2Fyahoo%2Fprivacy%2Findex.html&brandDomain=&brandId=yahoo&tos=eu&step=&sessionId=3_cc-session_f8e54c35-9b0d-46e1-94e3-bf1e5b1296ad&userType=NON_REG) and Cookie Policy (https://sports.yahoo.com/redirect?to=https%3A%2F%2Flegal.yahoo.com%2Fie%2Ffi%2Fyahoo%2Fprivacy%2Fcookies%2Findex.html&brandDomain=&brandId=yahoo&tos=eu&step=&sessionId=3_cc-session_f8e54c35-9b0d-46e1-94e3-bf1e5b1296ad&userType=NON_REG).
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