Yahoo Updates Data Practices, Giving Users More Control Over Personalized Advertising
FINLAND – November 16, 2025 – 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 newly presented consent notice, outline how Yahoo leverages precise location data, IP addresses, browsing history, and search queries to deliver tailored experiences, measure ad performance, analyze audiences, and refine its services.
These updates arrive as data privacy concerns continue to escalate globally, and as regulations like the EU’s Digital Services Act place increased scrutiny on how tech companies handle user data. The changes impact all Yahoo users in Europe, offering them greater openness and control over how thier information is utilized. Users are now presented with options to either accept the data practices, reject all non-essential tracking, or customize their privacy settings.
Specifically, Yahoo states it utilizes this data to provide customized advertising and content. This data also enables the measurement of advertising and content effectiveness, audience research, and the ongoing progress of Yahoo’s suite of services. users who decline consent will still have access to Yahoo’s core functionalities, but may experience less relevant content and advertising.
Users can modify their preferences at any time through links found within Yahoo’s privacy and cookie settings, accessible on its websites and applications. Further details regarding Yahoo’s data handling practices are available in its privacy policy and cookie policy, accessible via the following links: https://finance.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_796d49e9-61ae-4fa4-b23c-1f9ab0a8a50f&userType=NON_REG and https://finance.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_796d49e9-61ae-4fa4-b23c-1f9ab0a8a50f&userType=NON_REG.
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