Yahoo Updates Data Practices, Giving Users More Control Over Personalized Advertising
HELSINKI, Finland – November 27, 2025 – Yahoo is informing users of updates to its data practices regarding the use of cookies and personal information for advertising and content personalization. The changes, detailed in a newly presented consent notice, aim to provide individuals with greater clarity and control over how their data is utilized across Yahoo’s platforms and services.
Yahoo, a component of the Yahoo group, leverages data including location information, IP addresses, and browsing history to deliver tailored advertising and content. This data is also employed to measure ad performance, analyze audience demographics, and refine service growth. The update comes as data privacy regulations continue to evolve globally, and as users increasingly demand more agency over their digital footprint. These changes impact all Yahoo users in the European Union and perhaps beyond, influencing the advertising experience and the level of personalization they receive.
Users now have three primary options: accept all data usage, reject all non-essential data usage, or customize their privacy settings.Selecting “Reject all” will limit the use of cookies and personal data for targeted advertising and content recommendations. the “manage privacy settings” option allows for granular control over specific data collection and usage preferences.
Yahoo emphasizes that users can modify their consent at any time through links provided on its websites and applications. Further details regarding Yahoo’s data handling practices are available in its privacy policy and cookie policy, accessible via links within the consent notice. These policies outline the specific types of data collected, how it is indeed used, and the rights users have regarding their personal information.
