Yahoo updates Data Practices, Giving Users More Control Over Personalized Advertising
HELSINKI, Finland – November 23, 2025, 06:30 EET - Yahoo is informing users of updates to its data practices regarding the use of cookies and personal information for advertising and content personalization. The changes,detailed in a newly presented consent notice,aim to provide individuals with greater transparency and control over how their data is utilized across Yahoo’s platforms and services.
These updates come amid increasing global scrutiny of data privacy and evolving regulations like the European Union’s General Data Protection Regulation (GDPR). The changes affect all Yahoo users, impacting the delivery of tailored advertising, content recommendations, and the measurement of advertising effectiveness. Users are now presented with options to accept or reject the use of their data for these purposes, with clear pathways to manage their privacy settings.
Yahoo, a component of the Yahoo group, utilizes precise location data alongside other personal identifiers - including IP addresses and browsing/search history – for analytics. This data fuels personalized advertising and content delivery, enables ad and content performance measurement, facilitates audience research, and supports service development.
Users have three primary choices: accept all data usage,reject all non-essential data usage (“Hylkää kaikki”),or customize their preferences (“hallitse tietosuoja-asetuksia”). The company emphasizes that consent can be revoked or modified at any time through privacy settings available 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_039a72a0-4b96-449e-9627-28bb17b4b15f&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_039a72a0-4b96-449e-9627-28bb17b4b15f&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_039a72a0-4b96-449e-9627
