Yahoo Updates Data Practices, Offers Users Greater Control Over Personalized Advertising
HELSINKI, Finland – October 13, 2025, 13:02 EET – yahoo is informing users of updated data practices regarding the collection and use of personal information for advertising and content personalization. The changes, detailed in a recently published notice, provide users with more granular control over how their data – including precise location and browsing history - is utilized.
Yahoo, a component of the broader Yahoo-konserni, leverages data points such as IP addresses, search queries, and location information to deliver tailored advertising and content experiences.This data also fuels analytics used to measure ad performance, understand audience demographics, and refine service development. The update comes as data privacy concerns continue to escalate globally, and as regulations like the GDPR increasingly emphasize user consent and transparency. Users in the European Economic Area (EEA) and other regions are now presented with clearer options to manage their data preferences.
Individuals can now choose to reject the use of cookies and personal data for these additional purposes by selecting “Hylkää kaikki” (Reject All). Alternatively, users can customize their settings via “Hallitse tietosuoja-asetuksia” (Manage Privacy Settings).Yahoo emphasizes that these choices can be modified at any time through links found on its websites and applications.
Further details regarding Yahoo’s data handling practices are available in its updated Privacy Policy (https://www.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_60f2bbc6-7f76-4d03-bbbf-7759888cd7f5&userType=NON_REG) and Cookie Policy (https://www.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_60f2bbc6-7f76-4d03-bbbf-7759888cd7f5&userType=NON_REG). The move reflects a broader industry trend toward increased user control over personal data and a commitment to transparency
