Yahoo Updates Data Practices, Giving Users More Control Over Personalized Advertising
HELSINKI, Finland – 2025/12/05 19:13:47 EET – Yahoo is informing users of updates to its data practices, providing increased transparency and control over how their information is used for personalized advertising and content. The changes, detailed in a recently published notice, outline how Yahoo and its partners leverage data – including location, IP addresses, and browsing history – to deliver tailored experiences and measure advertising effectiveness.
Yahoo, a component of the Yahoo-konserni, is responding to evolving privacy expectations and regulations by offering users granular control over their data. The update impacts individuals across Finland and other regions where these practices apply, potentially influencing the relevance of online content and advertising they encounter. Users now have the option to reject the use of cookies and personal data for these additional purposes,or to customize their privacy settings.
The core of the update centers on the use of data for analytics, personalized advertising, content tailoring, ad measurement, audience research, and service development. Yahoo explicitly states it utilizes precise geographic location data alongside other personal information like IP addresses and browsing/search history to achieve these goals.
Users are presented with three clear options: “Hylkää kaikki” (Reject all), “Hallitse tietosuoja-asetuksia” (Manage privacy settings), or acceptance of the default settings. The company emphasizes that users can modify their preferences at any time through links found on Yahoo websites and applications.Further details regarding Yahoo’s data handling practices are available 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_dcec251e-6d96-416f-8a19-574049c96e50&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_dcec251e-6d96-416f-8a19-574049c96e50&userType=NON_REG](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_dcec251e-6d96-4
