Yahoo Updates Data Practices, Offering Users Greater Control Over Personalized Advertising
HELSINKI, Finland – November 5, 2025, 05:14:13 EET – Yahoo is informing users of updates too its data practices, detailing how it utilizes personal information – including precise location data, IP addresses, and browsing history – for analytics, personalized advertising, and service development. The changes, outlined in a newly presented consent notice, aim to provide users with increased transparency and control over how their data is used.
These updates come amid growing global scrutiny of data privacy and evolving regulations like the European Union’s General Data Protection Regulation (GDPR). The revised policy affects all users of Yahoo services, including those accessing platforms through websites and applications. Users are now presented with options to either accept the data usage for personalized experiences,reject all such usage,or customize their privacy settings. Yahoo is part of the Yahoo Group.
Specifically, Yahoo leverages collected data to tailor advertising content, measure the effectiveness of marketing campaigns, conduct audience research, and refine its suite of services. The company explicitly states it gathers data such as IP address and browsing/search information alongside precise geographical location.
Users who decline consent for these additional purposes can still access Yahoo’s core services,but may experience less relevant advertising and content. Individuals can modify their preferences at any time through privacy and cookie settings available on Yahoo’s websites and applications. Further details regarding Yahoo’s data handling practices are available in its privacy policy and cookie policy, accessible via links provided within the consent notice.
