Yahoo Updates Data Practices, Giving Users More Control Over Personalized Advertising
October 26, 2025, 19:12:12 CET - Yahoo is informing users of updates to its data practices regarding teh use of personal details for advertising and content personalization. The company details how it utilizes precise geolocation data, IP addresses, browsing history, and search queries for analytics, targeted advertising, content delivery, audience research, and service development.
These changes come as data privacy regulations continue to evolve and users demand greater openness and control over their personal data.The update affects all Yahoo users in the European Union and possibly beyond, impacting how they experience content and advertising across Yahoo’s platforms, including its sports and news websites and applications. Users now have clearer options to manage their data preferences and limit the extent to which their information is used for these purposes.
Yahoo explains that it leverages this data to deliver customized advertising and content experiences. The company also uses the information to measure the effectiveness of advertising campaigns, understand audience demographics, and refine its services. Users are presented with choices: they can reject all personalized data usage, manage their privacy settings in detail, or review Yahoo’s comprehensive privacy and cookie policies for further information.
Users can opt-out of these data practices by selecting “Reject all” or “Manage privacy settings.” Moreover, Yahoo states that users can modify or withdraw their consent at any time through links found within its privacy and cookie settings, and also within the privacy management dashboard on Yahoo sites and apps. More detailed information is available in Yahoo’s 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_a2a34c48-6a79-41c7-a543-d75f0e030caf&userType=NON_REG] and 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_a2a34c48-6a79-41c7-a543-d75f0e030caf&userType=NON_REG].
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