Yahoo Updates Data practices, Giving Users More Control Over Personal Data
October 10, 2025, 01:30:19 CET – Yahoo is informing users of updates to its data practices, providing increased clarity and control over how their information is used for advertising and content personalization. The changes, detailed in a new consent notice appearing on Yahoo properties, outline the company’s use of cookies and personal data – including precise location and IP addresses – for analytics, targeted advertising, and service development.
Yahoo, a component of the broader Yahoo group, leverages this data to deliver customized experiences, measure ad performance, and understand audience demographics. These updates come amid growing global scrutiny of data privacy and evolving regulations like the EU’s General Data Protection Regulation (GDPR). Users are now presented with clearer options to manage their preferences, impacting how Yahoo and its partners utilize their information.
The new notice explains that Yahoo employs cookies and personal data-such as IP addresses and browsing history-for analytics purposes, to personalize advertising and content, to measure the effectiveness of advertising, to research audiences, and to improve its services. Users who do not wish to have their cookies and personal data used for these additional purposes can select “Reject all.”
Alternatively, users can choose “Manage privacy settings” to customize their preferences. 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 and cookie policy, accessible via links provided in the notice.
