Yahoo Updates Data Practices for Personalized Advertising in Finland
HELSINKI, Finland – October 8, 2025 – Yahoo is informing Finnish users of updates to its data practices regarding the use of personal data for advertising and content personalization. The changes, detailed in a recent notice, outline how Yahoo and its partners utilize precise geographic location data, IP addresses, browsing history, and search queries to deliver tailored advertising and content experiences.
These updates come as data privacy regulations continue to evolve and as users increasingly demand transparency regarding how their information is collected and used. The changes impact all Yahoo users in Finland, potentially influencing the relevance of advertisements and content they encounter across Yahoo’s platforms and partner networks. Users now have granular control over these data practices, with options to reject all personalized data usage or customize their preferences.
According to the notice, Yahoo leverages this data not only for personalized advertising but also to measure ad and content performance, conduct audience research, and refine its services. Users are explicitly told that if they do not consent to these expanded data uses by Yahoo and its partners,they can select “Reject all.” Alternatively,they can manage their privacy settings through a dedicated “Manage privacy settings” option.
Yahoo emphasizes that users retain the ability to revoke or modify their consent at any time via links within its websites and applications. Further details regarding Yahoo’s data handling practices are available in its privacy policy and cookie policy, accessible through links provided in the notification. Yahoo is part of the Yahoo Group.
