Yahoo Details Data Collection Practices, Outlines User Consent Options
Yahoo, along with its family of digital brands including AOL and Engadget, is asking users to provide consent for the collection and use of personal data for analytics and personalized services. The company has detailed how it and its 237 partners, operating within the IAB Europe’s Transparency and Consent Framework, utilize this information.
When users select “Accept All,” they grant permission for Yahoo and its partners to store and access information on their devices via cookies. This consent allows for the use of precise geolocation data, IP addresses, and browsing and search history. This information is leveraged for several purposes, including the delivery of personalized advertising and content, the measurement of ad and content performance, audience research, and the development of new services.
The company distinguishes these optional uses from the essential functions required for its sites and applications to operate. For all users, Yahoo employs cookies to deliver its services, authenticate users, enforce security measures against spam and abuse, and measure platform usage. This essential analytical data, such as visitor counts and device types, is collected in aggregate and is not tied to individual user profiles.
Users are given direct control over their data preferences. They can choose to “Reject All” non-essential data collection or select “Manage Privacy Settings” for more granular control over which partners and purposes they approve. According to the notice, users can change their choices or revoke consent at any time through the “Privacy and Cookie Settings” or “Privacy Dashboard” links available across Yahoo’s platforms. For comprehensive information, users are directed to the company’s official Privacy and Cookie Policies.
