Yahoo Updates Data Practices, Giving Users More control Over Personalized Advertising
HELSINKI, Finland – october 14, 2025, 00:24:12 EEST – Yahoo is informing users of updates to its data practices regarding the use of personal information for advertising and content personalization. The changes, detailed in a recently published notice, provide users with greater transparency and control over how their data - including precise location data, IP addresses, and browsing history – 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 anyone using Yahoo services, including Yahoo Mail, News, Finance, and other platforms. Users are now presented with options to either except the use of their data for personalized experiences, reject all such usage, or customize their privacy settings. The stakes are high, as personalized advertising forms a important revenue stream for Yahoo and influences the content users encounter online.
According to the notice,Yahoo,a component of the Yahoo-konserni (Yahoo Group),leverages collected data for analytics,delivering tailored advertising and content,measuring ad and content performance,researching audience segments,and developing its services.Specifically, the company utilizes data points such as geographical location and browsing habits to refine advertising relevance and improve user experience.
Users who wish to opt-out of these data-driven practices can select “hylkää kaikki” (Reject All).Alternatively, they can choose “Hallitse tietosuoja-asetuksia” (manage Privacy Settings) to granularly control their preferences. Yahoo emphasizes that users can modify or revoke their consent at any time through links found within its privacy and cookie settings, accessible on its websites and applications.
Further details regarding Yahoo’s data handling practices are available in its full Privacy Policy and Cookie Policy.
