Yahoo Updates Data Practices, Offers Users Greater Control Over Personalization
FINLAND – November 21, 2025 – Yahoo is informing users of updated data practices regarding the collection and use of personal data for advertising and content personalization, providing new options to manage privacy preferences. The changes, detailed in a recent notice, outline how Yahoo leverages data – including precise location and IP addresses, alongside browsing and search history – to deliver tailored experiences and measure advertising effectiveness.
These updates arrive amid increasing 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 control over how their data is utilized. Users can now choose to reject the use of cookies and personal data for these additional purposes, impacting the relevance of advertising and content displayed across yahoo’s platforms.
Specifically, Yahoo states it utilizes this data for analytics, personalized advertising and content delivery, ad and content performance measurement, audience research, and service growth. Users have three primary options: “Accept all,” “Reject all,” or “Manage privacy settings.” Selecting “Manage privacy settings” directs users to a dedicated portal for customized control.
Yahoo emphasizes that users can revoke or modify their consent at any time through privacy and cookie settings available on Yahoo websites and applications.Further details regarding Yahoo’s data handling practices are available in their privacy policy [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_b073ba23-4d05-4e60-bd03-e9d19e4908ae&userType=NON_REG] and cookie policy [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_b073ba23-4d05-4e60-bd03-e9d19e4908ae&userType=NON_REG].
Yahoo is part of the Yahoo Group.
