Yahoo Updates Data Practices,Giving Users More Control Over Personalized Advertising
FINLAND – november 25,2025 - Yahoo is informing users in Finland and across the European Union about updates to its data practices,providing increased transparency and control over how their data is used for advertising and content personalization. The changes,detailed in a newly presented consent notice,outline how Yahoo leverages precise location data,IP addresses,browsing history,and search queries to deliver tailored experiences.
These updates arrive amid heightened scrutiny of data privacy regulations and evolving user expectations regarding online tracking. The move impacts millions of Yahoo users who rely on its services – including finance, news, and email – and signals a broader industry shift toward greater user agency over personal data. Users now have clearer options to limit data collection for targeted advertising and content recommendations,perhaps reshaping the digital advertising landscape.
Yahoo, a component of the Yahoo group, utilizes collected data for several key purposes: analytics, personalized advertising and content delivery, ad and content performance measurement, audience research, and service progress. Specifically, the company combines geographical location data with other personal information to refine advertising and content targeting.
Users are presented with three distinct choices: accept all data usage, reject all non-essential data usage, or customize their privacy settings. Selecting “Reject all” will prevent Yahoo and its partners from utilizing cookies and personal data for the aforementioned purposes.
Individuals can modify their preferences at any time through links within yahoo’s websites and applications,accessing detailed information about their data practices in the company’s privacy policy (https://finance.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_e79ec91f-3acb-4bf4-88b5-5733c10e9c20&userType=NON_REG) and cookie policy ([https://finance.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_e79ec91f-3acb-4bf4-88b5-5733c10e9c20&userType=NON_REG](https://finance.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_e79ec91f-3acb-4bf4-88b5-5733c10e9c
