yahoo Updates Privacy Practices: What Users Need to Know
New York, NY – Yahoo is updating its privacy practices, outlining how it collects and uses user data across its suite of platforms including Yahoo, AOL, Engadget, In The Know, and Makers. The changes, detailed in a recent consent notice, impact how Yahoo and its partners leverage details for everything from service delivery to targeted advertising.
The core of the update revolves around the use of cookies and similar technologies - often referred to as web storage – to gather data about user activity. According to Yahoo, this data collection serves several key purposes:
* Service Provision: Ensuring the websites and applications function correctly for each user.
* Security & authentication: Verifying user identities, preventing spam and abuse, and implementing security measures.
* Usage Measurement: Tracking website traffic, device types (iOS or Android), browser information, and overall user engagement. Importantly, Yahoo states this data is collected in an aggregated manner, meaning it’s not directly tied to individual users.
Though,the update goes further. By clicking “Accept All,” users consent to Yahoo and its partners - including 240 companies participating in the IAB Transparency & Consent Framework – storing and/or accessing information on their devices. This includes precise geolocation data, IP addresses, and browsing/search history.
What will this data be used for?
yahoo outlines a broad range of applications for this data, including:
* Analytics: Understanding how users interact with their platforms.
* Personalized Advertising & Content: Delivering tailored ads and content based on user interests.
* Ad & Content Measurement: Tracking the effectiveness of advertising campaigns.
* Audience Research: Identifying and understanding different user groups.
