Yahoo Updates Data Practices, Giving Users More Control Over Personalized Advertising
FINLAND – November 2, 2025 – Yahoo is informing users of updated data practices regarding the collection and use of personal information for advertising and content personalization. The changes, detailed in a newly presented consent notice, provide users with greater clarity and control over how their data-including precise location and browsing history-is utilized.
Yahoo, a component of the Yahoo group, leverages data points such as IP addresses, search queries, and geographical location to deliver tailored advertising and content experiences. This data also fuels analytics used to measure advertising effectiveness, understand audience demographics, and refine service development. The update comes as data privacy regulations continue to evolve and consumer awareness of data usage grows, prompting companies to offer more granular control over personal information.
Users are now presented with options to either accept all data usage, reject all non-essential tracking, or customize their privacy preferences through a dedicated settings panel. Declining consent will limit the delivery of personalized ads and content. Individuals can modify or revoke their consent at any time via links found within Yahoo’s websites and applications.
Further details regarding Yahoo’s data handling procedures are available in their updated Privacy Policy (https://finance.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_faae2158-0ff3-4d6c-9bd1-e01d2f042987&userType=NON_REG) and Cookie policy (https://finance.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_faae2158-0ff3-4d6c-9bd1-e01d2f042987&userType=NON_REG).
