Yahoo Updates Data Practices, Giving Users More Control Over Personalized advertising
HELSINKI, Finland – November 27, 2025, 08:42:56 EET - Yahoo is informing users of updates to its data practices regarding the use of personal data for advertising and content personalization. The changes, detailed in a newly presented consent notice, provide users with greater clarity and control over how their data-including precise location, IP address, browsing history, and search queries-is utilized.
These updates arrive amid increasing global scrutiny of data privacy and evolving regulations like the European union’s General Data Protection Regulation (GDPR). The changes impact all users of Yahoo services,including those accessing platforms through websites and applications.Users are now presented with options to either accept the data usage for personalized experiences,reject all such usage,or customize their privacy settings. Yahoo, a component of the Yahoo group, utilizes this data to deliver tailored advertising and content, measure ad performance, conduct audience research, and refine its services.
Users who decline consent for these additional purposes will still be able to access Yahoo’s core services, but may experience less relevant advertising and content recommendations. Individuals can modify their preferences at any time through privacy and cookie settings available on Yahoo’s websites and within its 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_c7b7812b-112b-4d4c-8c32-c36284c5f3b3&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_c7b7812b-112b-4d4c-8c32-c36284c5f3b3&userType=NON_REG].
