Yahoo Updates Data Practices, Giving Users More Control Over Personalized Advertising
HELSINKI, Finland – November 22, 2025, 08:15 EET – Yahoo is informing users of updates to its data practices, providing increased openness and control over how their information is used for personalized advertising and content.The changes, detailed in a newly presented consent notice, outline the types of data collected - including location data, IP addresses, and browsing history – and how it’s utilized across the Yahoo network and by its partners.
These updates arrive amid growing global scrutiny of data privacy and evolving regulations like the European Union’s General Data Protection Regulation (GDPR). The changes impact all Yahoo users in the European Economic Area (EEA) and affect how targeted advertising is delivered, content is recommended, and service progress is informed. Users now have clearer options to opt-out of data collection for these purposes,or to customize their privacy settings.
Yahoo, a component of the Yahoo group, leverages collected data to deliver tailored advertising and content experiences. Specifically, the company utilizes precise geographic location data alongside other personal information – such as IP addresses and browsing and search data – for analytics, personalization, ad measurement, audience research, and service enhancement.
Users are presented with three primary choices: “Accept all,” “Reject all,” or “Manage privacy settings.” Selecting “Reject all” prevents Yahoo and its partners from using cookies and personal data for the aforementioned purposes. The “Manage privacy settings” option allows for granular control over data usage preferences.
Individuals can modify their consent or adjust their settings at any time through links found on Yahoo 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_f802aee5-4ab6-4efa-917a-59a38de38418&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_f802aee5-4ab6-4efa-917a-59a38de38418&userType=NON_REG].
