Yahoo Updates Data Practices, Giving users More Control Over Personalized Advertising
HELSINKI, Finland – September 29, 2025 – Yahoo is informing users of updates to it’s data practices, providing increased transparency and control over how their facts is used for advertising and content personalization. The changes, detailed in a newly presented consent notice, outline how Yahoo leverages data – including precise location, IP addresses, and browsing history – to deliver tailored experiences and measure advertising effectiveness.
These updates arrive amid growing global scrutiny of data privacy and evolving regulations like the EU’s Digital Services Act. The changes impact all Yahoo users in Europe, offering them granular options to manage their data preferences. Users can now choose to reject the use of cookies and personal data for personalized advertising, or customize their settings through a dedicated privacy dashboard. This impacts Yahoo’s ability to deliver targeted content and measure the performance of its advertising campaigns, potentially affecting revenue streams reliant on data-driven insights.
according to the notice, Yahoo, as part of the Yahoo Group, utilizes collected data for analytics, personalized advertising, content recommendations, ad measurement, audience research, and service development. the company emphasizes that users can revoke or modify their consent at any time via links within Yahoo’s websites and applications.
Users who wish to decline data usage for these purposes can select “Hylkää kaikki” (Reject All). Alternatively, “Hallitse tietosuoja-asetuksia” (Manage Privacy Settings) allows for customized preferences.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_af659e7d-8367-4bdf-ad4e-3511eda65b2a&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_af659e7d-8367-4bdf-ad4e-3511eda65b2a&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_af659e7d-8367-4bdf-ad4e-3511eda65b2a&
