Yahoo Updates Data Practices for Personalized Advertising in Europe
DUBLIN, Ireland - October 17, 2025 – Yahoo has detailed its data collection and usage practices to European users, outlining how precise location data, IP addresses, browsing history, and search queries are utilized for targeted advertising, content personalization, and service advancement. The disclosures come as data privacy regulations continue to evolve and users demand greater clarity regarding their online information.
The company explains it leverages this data - alongside information from its partners - to deliver customized advertising and content, measure the effectiveness of marketing efforts, analyze audience demographics, and refine its suite of services. Users are now presented with options to consent to these data practices, with clear pathways to reject all tracking or manage individual privacy preferences. This update impacts anyone accessing Yahoo services within Europe and underscores the growing importance of user control over personal data in the digital advertising ecosystem.
According to the notice,individuals can decline the use of cookies and personal data for these expanded purposes by selecting “Reject all.” Alternatively, users can customize their settings via ”Manage privacy settings.” Yahoo assures users they can revoke or modify their consent at any time through links found on its websites and applications.
Further details regarding YahooS data handling procedures are available in its 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_0b50e7e0-aeb5-4e6d-98aa-d1aa276b8bd6&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_0b50e7e0-aeb5-4e6d-98aa-d1aa276b8bd6&userType=NON_REG).
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