Yahoo Updates data Practices,Giving Users More Control Over Personalized Advertising
HELSINKI,Finland – November 19,2025 – Yahoo is informing users of updates to its data practices regarding the use of cookies and personal information for advertising and content personalization. The changes, detailed in a newly presented consent notice, aim to provide individuals with greater clarity and control over how their data is utilized across Yahoo’s platforms and services.
yahoo, a component of the Yahoo group, leverages data points including precise geographic location, IP addresses, and browsing and search history to deliver tailored advertising and content. This data is also employed to measure advertising effectiveness, analyse audience demographics, and refine service progress. The update comes as data privacy regulations continue to evolve globally, and as users increasingly demand more agency over their digital footprint. These changes impact all Yahoo users in the European Union and perhaps beyond, influencing the advertising experience and the level of personalization they receive.
Users now have three primary options: accept all data usage, reject all non-essential data usage, or customize their privacy settings. Selecting “Reject all” will limit the use of cookies and personal information for the purposes of personalized advertising and content. The “Manage privacy settings” option allows for granular control over data sharing preferences.
These preferences can be modified at any time through links found within Yahoo’s privacy and cookie settings, and also within the privacy management dashboard on its websites and applications. Further details regarding Yahoo’s data handling practices are available in its 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_10dcbb89-85ef-4aba-beb4-cde0a5f41ee3&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_10dcbb89-85ef-4aba-beb4-cde0a5f41ee3&userType=NON_REG].
