Yahoo Updates Data Practices, Giving Users More Control Over Personalized Advertising
HELSINKI, Finland - November 22, 2025, 23:40:06 EET – Yahoo is informing users of updates to its data practices, detailing how it utilizes personal data - including precise location data, IP addresses, and browsing history – for analytics, personalized advertising, and service growth. The changes aim to provide greater transparency and user control over how data is collected and used.
Yahoo, a component of the Yahoo group, leverages this data to tailor advertising and content, measure the effectiveness of marketing efforts, analyse audience demographics, and refine its services. These practices impact millions of Yahoo users across its platforms, including websites and applications. The update comes amid increasing global scrutiny of data privacy and evolving regulations like the European Union’s General Data Protection Regulation (GDPR).
Users now have clear options to manage their data preferences. They can opt out of the use of cookies and personal information for these additional purposes by selecting “Hylkää kaikki” (Reject all). Alternatively, users can customize their settings via “Hallitse tietosuoja-asetuksia” (Manage privacy settings).
These preferences can be modified at any time through links found in Yahoo’s privacy and cookie policies, accessible on its websites and within its applications. Further details regarding Yahoo’s data handling practices are outlined 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_7f172b8a-31a5-4660-b22f-8b008c70fcc0&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_7f172b8a-31a5-4660-b22f-8b008c70fcc0&userType=NON_REG].
