Yahoo Updates Data Practices, Offering Users Greater Control over Personalized Advertising
FINLAND – November 30, 2025 – Yahoo is informing users of updates to its data practices, providing options to manage how their information is used for advertising and content personalization. the changes, detailed in a recent notice, center on leveraging precise location data, IP addresses, and browsing/search history for analytics, targeted advertising, and service progress. Users are now presented with choices regarding the use of this data, impacting how they experiance Yahoo’s platforms and services.
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 affect all Yahoo users, notably those in the European Economic Area, and represent a shift towards greater transparency and user control over personal information.Failure to adapt to these evolving expectations could result in regulatory penalties and erosion of user trust.
Yahoo explains it utilizes this data – including geographical location and identifiers like IP addresses alongside browsing and search activity – to deliver customized advertising and content. This data also supports measurement of advertising effectiveness, audience research, and the ongoing improvement of Yahoo’s services.
Users have three primary options: they can “Reject all” such data usage, “Manage privacy settings” for granular control, or implicitly consent by continuing to use Yahoo’s services. The company 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 its 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_8dfdf0ea-7712-4027-a0b2-5f9058cc5110&userType=NON_REG) and its 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_8dfdf0ea-7712-4027-a0b2-5f9058cc5110&userType=NON_REG](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_8dfdf0ea-7712-4027-a0b2-5f9058cc
