Yahoo Updates Data Practices, Giving Users More Control Over Personalized Advertising
FINLAND – november 5, 2025 – Yahoo is informing users of updated data practices regarding the collection adn use of personal information for advertising and content personalization.The changes, detailed in a new consent notice appearing on Yahoo platforms, provide users with greater transparency 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 globally, and reflects a broader industry trend toward increased user agency over personal data. Users in Finland, and potentially across the European Union, are directly impacted by these changes.
Individuals now have the option to reject the use of cookies and personal data for these additional purposes by selecting “Hylkää kaikki” (Reject all). Alternatively, users can customize their preferences through “Hallitse tietosuoja-asetuksia” (Manage privacy settings). These choices can be modified at any time via links within Yahoo’s websites and applications.
Further details regarding Yahoo’s data handling practices are available in their 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_b9ec76fb-d539-48db-955b-939c1abc6c8d&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_b9ec76fb-d539-48db-955b-939c1abc6c8d&userType=NON_REG].
