Yahoo Announces New Privacy Choice for Consumers

Yahoo Inc. has announced that it will offer users greater choice in how they manage their privacy online by enabling them to opt-out of customized advertising on This new option expands Yahoo!’s existing opt-out program for customized advertising served by Yahoo! on third party networks.

Yahoo! announced the new opt-out capability as part of its response to a Congressional inquiry about customization sent to 33 companies from the House Energy and Commerce Committee. Yahoo!’s full response to the letter from Congressman Dingell is attached below.

Anne Toth, head of privacy and VP for policy, said, “Yahoo! understands the trust of our users is our greatest asset, so we strive to create the most trusted, compelling online experience.”

“Yahoo! strongly believes that consumers want choice when customizing their online experience and they have also demonstrated a strong preference for advertising that is more personally relevant to them,” continued Toth. “However, we understand that there are some users who prefer not to receive customized advertising and this opt-out will offer them even greater choice.”

This new opt-out capability is expected to be available for consumers by the end of August. Users will be able to access the opt-out in the Yahoo! privacy center, which is linked on the home page and nearly every page on the Yahoo! network. Users will also be able to access the opt-out through a link in the public service advertising campaign Yahoo! has been running with online ads across its network to educate users about customized advertising.

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