Yahoo Updates Data Practices, Giving Users More Control Over personalized Advertising
FINLAND – November 10, 2025 – Yahoo is informing users of updates to it’s data practices regarding the use of personal information for advertising and content personalization. The changes, detailed in a recent notice, provide users with greater openness and control over how their data-including precise location and browsing history-is utilized.
Yahoo, a component of the Yahoo group, leverages data points such as IP addresses, search queries, and geographical location to deliver tailored advertising and content experiences.This data also fuels analytics used to measure advertising effectiveness, understand audience demographics, and refine service development. The update comes as data privacy regulations continue to evolve globally, and as consumers increasingly demand more agency over their personal information. These changes affect all Yahoo users in the European Union and perhaps beyond, impacting the advertising ecosystem and the future of personalized online experiences.
Users are now presented with options to either accept the use of cookies and personal data for these expanded purposes by selecting an “Accept all” button, or to decline such usage with a “Reject all” option. A “Manage privacy settings” link allows for granular control over individual preferences.
According to the notice, users can revoke or modify their consent at any time through links found within Yahoo’s 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_4ba0be27-d067-4acf-b0ec-bc48d719784c&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_4ba0be27-d067-4acf-b0ec-bc48d719784c&userType=NON_REG].
