Yahoo updates Data Practices, Giving Users More Control Over Personalized Advertising
November 28, 2025 – Yahoo is informing users of updates to its data practices, providing greater transparency and control over how their information is used for advertising and content personalization. The changes, detailed in a new consent notice appearing on Yahoo properties, outline the company’s use of precise location data, IP addresses, browsing history, and search queries to deliver tailored experiences.
As part of the Yahoo-konsernia (Yahoo Group), the company leverages this data for analytics, personalized advertising, content recommendations, ad performance measurement, audience research, and service development. Users are now presented with clear options to manage their preferences, including the ability to reject the use of their data for thes purposes entirely or to customize their settings. This move comes amid increasing global scrutiny of data privacy and evolving regulations like the European union’s General Data Protection Regulation (GDPR).
The updated policy details that Yahoo and its partners utilize collected data to refine advertising relevance and content offerings. Users can opt out of this data usage by selecting “Hylkää kaikki” (Reject All). Alternatively, they can choose “Hallitse tietosuoja-asetuksia” (Manage Privacy Settings) to granularly control their preferences.
Users retain the right to 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 its complete Privacy Policy and Cookie Policy.
