Yahoo Updates Data Practices, Offering Users Greater Control Over Personalized Advertising
HELSINKI, Finland – 2024/10/27 11:46:08 EET – Yahoo is informing users of updates to its data practices, detailing how it utilizes precise location data, IP addresses, browsing history, and search queries for analytics, personalized advertising, and service growth. The changes, outlined in a recent notice to users, aim to increase openness and provide individuals with more granular control over how their data is used.
Yahoo, a component of the Yahoo group, leverages this data to tailor advertising and content, measure the effectiveness of marketing efforts, analyze audience demographics, and refine its suite of services. These practices are now subject to updated consent mechanisms, allowing users to actively manage their preferences regarding data collection and usage. The move comes amid increasing global scrutiny of data privacy and evolving regulations like the General Data Protection Regulation (GDPR) in Europe.
users are presented with options to either accept all data usage, reject all non-essential tracking, or customize their privacy settings through a dedicated “Manage Privacy Settings” portal. Declining consent for these additional purposes will not prevent core service functionality, but may result in less relevant advertising and content experiences.
Individuals can revoke or modify their consent at any time via links within Yahoo’s websites and applications. Further details regarding Yahoo’s data handling procedures are available in its updated Privacy Policy and Cookie Policy, accessible through links provided in the consent notice. These policies outline the full scope of data collection, processing, and security measures employed by the company.
