Yahoo reveals its use of cookies, device identifiers, and browsing data to support analytics, targeted advertising, and content measurement, offering users new options to manage their privacy preferences amid increasing scrutiny of data practices.
Yahoo is telling users that its services use cookies, device identifiers and browsing data to support analytics, personalised advertising and content measurement, and audience research. The consent notice says users can accept all, reject all or manage privacy settings, and that choices can be changed later through privacy and cookie controls. Yahoo’s privacy policy says the company collects personal, device and location data for services, customisation and targeted advertising, while giving users rights to adjust how their data is handled.
The company’s analytics policy says Yahoo uses data to understand how people interact with its products and to improve performance, while saying it does not collect sensitive data for analytics purposes. It also says location data, including precise and imprecise location information, may be used to support service features and location-based content.
Yahoo’s technical-identifiers policy says cookies, mobile device identifiers and similar tools are used for authentication, security, analytics and personalised advertising. It also says pseudonymous identifiers may be shared with third-party partners for audience-matched advertising and research, within the limits of applicable privacy law. Separate privacy pages for Canada and Singapore say the same general framework applies in those markets, with local legal compliance and user consent options.
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