Yahoo Updates Data Practices, Giving Users more Control Over Personalized Advertising
HELSINKI, Finland – November 17, 2025 – Yahoo is informing users of updates to its data practices, providing increased transparency and control over how their details is used for advertising and content personalization. The changes, detailed in a newly presented consent notice, outline how Yahoo and its partners leverage data – including precise location, IP addresses, and browsing history – to deliver tailored experiences and measure advertising effectiveness.
These updates arrive amid growing global scrutiny of data privacy and evolving regulations like the European Union’s General Data Protection Regulation (GDPR).The changes impact all Yahoo users in the European Economic area (EEA) and affect how personalized advertising is delivered across Yahoo’s platforms, including its websites and applications. Users are now presented with clearer options to manage their data preferences, impacting the relevance of content and ads they encounter.
Yahoo, a component of the Yahoo group, utilizes collected data for analytics, personalized advertising, content delivery, ad measurement, audience research, and service development. The company explicitly states it gathers precise location data alongside other personal identifiers like IP addresses and browsing/search information.
Users have three primary choices: to accept all data usage, to reject all non-essential data usage, or to customize their privacy settings through a dedicated “Manage Privacy Settings” portal. The company emphasizes that consent can be revoked or modified at any time via links within 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_c41acdfa-c34a-41ab-afc2-42f715fab819&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_c41acdfa-c34a-41ab-afc2-42f715fab819&userType=NON_REG](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_c41acdfa-c34a-41ab-afc2-42f715fab819&userType=NON_REG
