Yahoo Clarifies Data Use and Consent Options for Users
Yahoo, a major digital media company that includes brands like AOL and Yahoo Advertising, is providing users with a detailed overview of its data collection practices through its updated consent requests. The company outlines how it uses cookies and other technologies for both essential services and more extensive data processing, placing the decision-making process firmly with the user.
According to the notice, Yahoo utilizes cookies for fundamental website and app functions. These include authenticating users, implementing security measures to prevent spam and abuse, and measuring site usage. This measurement data is collected in aggregate and is not linked to individual users, serving to maintain and improve the platform’s core services.
However, users are also asked to consent to broader data use by both Yahoo and its partners. By selecting “Accept all,” users grant permission for the company and over 240 of its partners, many of whom are part of the IAB Transparency & Consent Framework, to store and access information on their devices.
This expanded consent allows for the collection and use of personal data, including precise geolocation, IP addresses, and browsing and search history. This information is then used for several purposes: detailed analytics, personalized advertising and content, ad performance measurement, audience research, and the development of new services.
For users who prefer not to share their data for these additional purposes, options to “Reject all” or “Manage privacy settings” are available. The latter allows for more granular control over what data is shared and for which purposes. Yahoo also clarifies that users can revise their choices at any time by accessing the “Privacy & cookie settings” or “Privacy dashboard” available on its sites and apps. Further details on these practices are available in the company’s full privacy and cookie policies.
