Paris, FRANCE

In a significant piece of news underlining the ongoing developments in the digital arena, Yahoo – a part of the Yahoo brand family, has come forward with an update on innovative technologies and policies set to transform the user experience on its websites and applications, including the likes of Yahoo, AOL, and Yahoo Advertising – its digital advertising service.

New Technological Innovations

The new technologies rolled out include a state-of-the-art implementation of Cookies and similar web storage technologies, which enable website and application operators to store and read user device information. This innovative application of cookies is designated to provide a seamless experience when accessing Yahoo sites and apps.

Much more than just providing smooth access to Yahoo sites, these pioneering cookies technologies aim to enhance user safety by authenticating users, implementing security measures, and preventing spams and abuses. Additionally, it also extends useful features such as accurately measuring individual usage of Yahoo sites and apps.

Revised Consent Policies

As part of its renewed commitment towards data privacy and consent, Yahoo has implemented a Transparency Consent Framework. The framework works in association with Yahoo’s 238 partners, including members from IAB Europe. Under this framework, Yahoo and its partners collect and/or use data from the user’s device only after the user chooses to ‘Accept all’.

The collected data may include precise geolocation data and other personal data like IP address, browsing, and search data. Data obtained subsequent to user consent is utilized to serve personalized advertisements and content, measure their efficacy, conduct audience research, and to develop enhanced services.

Users who prefer not to have their data used for these additional purposes are free to opt-out by selecting the ‘Decline All’ option. Furthermore, users can customize their privacy settings by clicking on ‘Manage Privacy Settings’. Privacy settings can be altered at any time by clicking on ‘Privacy and Cookie Settings’ or ‘Privacy Dashboard’ links present on Yahoo’s sites and apps.

Sound Privacy Practices

Yahoo’s commitment to privacy is not only evident in its practices but also in its comprehensive privacy policy which outrightly details how user personal data is utilized. It also has a separate policy related to cookies that provide more in-depth knowledge about how cookies operate.

Adhering to its commitment to enhance user experiences while safeguarding their data, Yahoo’s new policies and technology implementations offer a promising approach. Protecting user privacy and harnessing technology for a seamless, personalized user experience concurrently, signals a progressive step in the digital sphere.

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