Yahoo Updates Data Practices, Giving Users More Control Over Personalized Advertising
october 22, 2025 – Yahoo is informing users of updates to its data practices regarding the use of personal facts for advertising and content personalization. The changes, detailed in a recently published notice, provide users with greater clarity and control over how their data-including precise location, IP address, browsing history, and search queries-is utilized.
These updates arrive amid increasing global scrutiny of data privacy and evolving regulations like the European Union’s General Data Protection Regulation (GDPR).The changes impact anyone using Yahoo services, including Yahoo Sports, Yahoo Finance, and Yahoo Mail, and represent a shift towards greater user agency in the digital advertising ecosystem. Users are now presented with options to either accept data usage for personalized experiences, reject all such usage, or customize their privacy settings.
Yahoo,a component of the Yahoo group,leverages collected data for analytics,delivering tailored advertising and content,measuring ad and content performance,researching audience segments,and developing its services. The company explicitly states that it, along with its partners, utilizes cookies and personal data for these purposes.
Users who wish to opt-out of these data-driven practices can select “Reject all.” Alternatively, ”Manage privacy settings” allows for granular control over data sharing preferences. Yahoo emphasizes that these choices can be modified at any time through links found within its privacy and cookie settings, accessible on its websites and applications.
Further details regarding Yahoo’s data handling practices are available in its full privacy policy [https://sports.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_5f402b47-0102-4b63-9df9-d1de4c5e04b9&userType=NON_REG] and its cookie policy [https://sports.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_5f402b47-0102-4b63-9df9-d1de4c5e04b9&userType=NON_REG].
