Yahoo Updates Data Practices for personalized Advertising in Europe
DUBLIN, Ireland – November 19, 2025 – Yahoo is informing European users of updates to its data processing practices, detailing how it utilizes geographic location data, IP addresses, and browsing/search history to deliver tailored advertising and content. The changes, outlined in a newly presented consent notice, aim to enhance transparency regarding the use of personal information for advertising measurement, audience research, and service growth.
These updates come as data privacy regulations across Europe continue to evolve,impacting how companies leverage user data.The revised practices affect anyone accessing Yahoo services within the European Economic Area, potentially influencing the advertising experience for millions of users.Individuals now have granular control over whether their data is used for these additional purposes, with options to reject all such processing or customize their preferences.
According to the notice, Yahoo, as part of the Yahoo-konserni (Yahoo Group), collects and analyzes data to personalize advertising and content offerings. This data is also used to assess the effectiveness of advertising campaigns, understand audience demographics, and refine its services. Users are explicitly informed that opting out of these practices will not prevent the display of advertisements, but they will be less tailored to individual interests.
Users can manage their data preferences through dedicated privacy and cookie settings available on Yahoo websites and applications. Further details regarding Yahoo’s data handling procedures are available in its privacy policy and cookie policy, accessible via links provided in the consent notice. individuals can revoke or modify their consent at any time through these settings.
