Yahoo Updates Data Practices, Giving Users More Control Over Personalized Advertising
September 30, 2025, 05:40:11 EET - Yahoo is informing users of updates to its data practices, providing increased clarity and control over how their facts 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 for analytics, targeted advertising, and service growth.
As part of the Yahoo-konserni (Yahoo Group), the company leverages this data to deliver customized experiences, measure advertising effectiveness, understand audience demographics, and refine its offerings. Users are now presented with clear options to manage their preferences,including the ability to reject all personalized data usage or customize settings through a dedicated privacy dashboard. This move comes amid growing 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 for several key purposes. These include delivering tailored advertising and content, assessing the performance of advertising campaigns, conducting audience research, and continually improving Yahoo’s services. Users can opt-out of these practices entirely by selecting “Hylkää kaikki” (Reject All),or refine their choices via “Hallitse tietosuoja-asetuksia” (Manage Privacy Settings).
Yahoo emphasizes that users retain the right to revoke or modify their consent at any time through links found within its privacy and cookie policies, as well as within the privacy management panels on its websites and applications. Further details regarding Yahoo’s data handling practices are available in its complete Privacy Policy and Cookie Policy.
