Yahoo Gives Users Option Opting Out of Customs Ads

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Following great privacy concerns for online users for many years now, Yahoo is taken another step forward to protect users’ web activity.

CNNMoney reports, “Last week, the House Energy and Commerce Committee sent letters to 33 companies asking detailed questions about how they serve up Web ads to customers and whether they collect or store data on people’s Internet searches. In addition toYahoo, the letters went to large companies like Comcast Corp. (CMSCA, CMCSK), Time Warner Cable Inc. (TWC), AT&T Inc. (T), Verizon Communications Inc. (VZ), Google Inc. (GOOG) and Microsoft Corp. (MSFT).“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,”Anne Toth, Yahoo’s head of privacy and VP for policy, said. “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.”

Yahoo announced this will be available to users by the end of August.

Pablo Palatnik
Pablo Palatnik is the author of the blog PalatnikFactor, focusing on all things Online Marketing and Search Engine Optimization specialist for Fortune3, a shopping cart... Read Full Bio
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  • Garry Conn

    Hi Pablo.

    To me, I think this is great. I really enjoy Yahoo! and the services they provide. Now, I’ll admit that I am primarily a Google user, I still do enjoy the personalization of Yahoo! and I think it’s a great that they are giving end users the option to remove ads.

    Some could easily say differently too. Some could say that because Yahoo! provides their users with such cool and free services that Yahoo! should have the right to serve ads to their users.

    Either way, ads don’t bother me, but I can easily see how they could for others and with Yahoo! respecting the wishes of their users, it just makes Yahoo! a much better place to call home for a lot of people.

  • Pablo Palatnik

    Hi Garry,

    Thanks for your comment. I think Yahoo absolutley has the right to serve targeted ads based on user information.

    Let’s take Fantasy Football for example. Yahoos fantasy is one of the more popular platforms for fantasy and that is a piece of great free CONTENT. I doubt many users would mind having ESPN ads or football jersey stores being served, or whatever the case maybe in return for the free content that is provided.

    It is big of Yahoo to offer that, and I’m not even sure how wise it is. Wonder what Googles take on this is.

  • Loren Baker, Editor

    Wow, it took almost 8 years for governing bodies to put pressure on behavioral and profile targeted advertising, the overspill of Google – Doubleclick. Good for Yahoo, not good for marketers :p

  • Hull Web Design

    Hmmm, I think they’ll get a flurry of people turning them off “just because they can”. It doesn’t matter whether adverts bother a user or not, the point is, is that most people don’t view them as helpful and thus would rather remove them, why do you think people use adblockers.

    And then think about what they get in return. Does this move get them millions more users… no.

    They’re giving up to much for too little in return, I think its a bad move for them financially.