Yahoo Updates Data Practices, Giving Users More Control Over Personalized Advertising
HELSINKI, FINLAND – 2024/10/12 14:35 EET - Yahoo is informing users of updates to its data practices, detailing how it utilizes precise location data, IP addresses, browsing history, and search details for analytics, personalized advertising, and service advancement. The changes aim to provide greater openness and user control over how personal information is used.
These updates come as data privacy concerns continue to grow globally,and as regulations like the EU’s General Data Protection Regulation (GDPR) demand increased user consent and data management practices.The changes affect all Yahoo users in the European Economic Area and impact how targeted content and advertisements are delivered across Yahoo’s platforms, including its websites and applications. Yahoo is part of the Yahoo Group.
According to the notification presented to users, Yahoo and its partners leverage collected data to tailor advertising and content, measure the effectiveness of marketing efforts, analyze audience demographics, and refine its services. Specifically, the company uses this information for analytics purposes, to deliver customized experiences, and to understand user behavior.
Users are now presented with clear options to manage their data preferences. They can opt-out of the use of cookies and personal data for these additional purposes by selecting “Reject all.” Alternatively, users can customize their settings via “Manage privacy settings.”
Yahoo emphasizes that users retain the ability to revoke or modify their consent at any time through links found in the privacy and cookie settings on its websites and applications. Further details regarding Yahoo’s data handling practices are available in its Privacy Policy (https://www.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_b295f927-a7e4-46c9-aad8-f106e8c69b50&userType=NON_REG) and Cookie Policy ([https://www.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_b295f927-a7e4-46c9-aad8-f106e8c69b50&userType=NON_REG](https://www.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_b295f927-a7
