Yahoo Updates Privacy Practices: What Users Need to Know
New York, NY – Yahoo is updating its privacy practices, outlining how it collects and uses user data across its suite of platforms including Yahoo, AOL, Engadget, In The Know, and Makers.The changes, detailed in a recent consent notice, impact how Yahoo and its partners leverage information for everything from service delivery to targeted advertising.
What’s Changing?
The core of the update revolves around the use of cookies and similar technologies – often referred to as web storage - to gather data about user activity. According to Yahoo, this data collection serves several key purposes:
* Service Functionality: Ensuring the websites and applications function correctly and are accessible to users.
* Security & Authentication: Verifying user identities, preventing spam and abuse, and implementing security measures.
* Usage Measurement: Tracking website traffic, device types (iOS or Android), browser information, and overall user engagement. Yahoo emphasizes this data is collected in aggregate and not linked to individual users.
The role of Partners & Targeted Advertising
the update also clarifies how Yahoo collaborates with partners - including 240, a participant in the IAB Transparency & Consent Framework – to enhance its services. By clicking ”Accept All,” users consent to Yahoo and its partners storing and/or accessing data on their devices. This includes:
* Precise Location Data: Utilizing geographical information for tailored experiences.
* Personal Data: Leveraging IP addresses, browsing history, and search data.
* Purpose of Data Use: This data is used for analytics, personalized advertising and content delivery, ad performance measurement, audience research, and service development.
**What Does This Mean for
