Yahoo Updates Data Practices, Giving Users More Control Over Personalized Advertising
FINLAND - November 28, 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, outline how Yahoo leverages precise location data, IP addresses, browsing history, and search queries to deliver tailored experiences, measure ad performance, analyze audience demographics, and refine its services.
These updates arrive as data privacy concerns continue to escalate globally, and as regulations like the EU’s Digital Services Act place increased emphasis on user consent and transparency. The changes impact all Yahoo users in Europe, offering them granular control over how their data is utilized beyond essential service functionality.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.
Specifically, Yahoo states it utilizes this data to provide customized advertising and content. The company also uses the information to assess the effectiveness of advertising campaigns,conduct audience research,and improve its overall service offerings. Users can revoke or modify their consent at any time via links found within Yahoo’s websites and applications.
Yahoo is part of the yahoo group.Further details regarding these data practices are available in Yahoo’s 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_1624d709-0a3e-4c3c-a8ad-2ae5aa76b3dd&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_1624d709-0a3e-4c3c-a8ad-2ae5aa76b3dd&userType=NON_REG].
