Yahoo Updates Data Practices, Giving Users More Control Over Personalized Advertising
September 28, 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 new consent notice appearing on Yahoo properties, provide users wiht greater transparency and control over how their data-including precise location, IP address, browsing history, and search queries-is utilized.
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 impact anyone using Yahoo services, perhaps affecting the relevance of advertising and content displayed, and also the ability to measure ad campaign effectiveness. Users are now presented with clear options to either accept data usage for personalization, reject all such usage, or customize their privacy settings.
Specifically, Yahoo leverages this data for analytics, to deliver tailored advertising and content experiences, measure the performance of advertising and content, conduct audience research, and improve its services. Users can decline consent for these “additional purposes” by selecting “Reject all,” or refine their preferences through “Manage privacy settings.”
yahoo emphasizes that users can modify or withdraw their consent at any time via links found in the privacy and cookie settings on its 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_30a4455d-5e07-4b08-a477-f28c38b2c9c6&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_30a4455d-5e07-4b08-a477-f28c38b2c9c6&userType=NON_REG].
Yahoo is part of the Yahoo Group.
