The Dark Side of Personalization: How Yahoo Uses Your Data

As you browse the internet, you may have noticed that ads seem to follow you everywhere. You search for a new pair of shoes, and suddenly every website you visit is showing you ads for shoes. This is not a coincidence. Many websites, including Yahoo, use cookies and other tracking technologies to collect your personal data and serve you targeted ads.

But what exactly does Yahoo do with your data? And how can you control what information you share with them?

What does Yahoo do with my data?

According to Yahoo’s privacy policy, the company uses cookies and other tracking technologies to collect a wide range of personal data, including:

• Your IP address
• Your browsing and search history
• Your location data
• Your device information

This data is used to serve you personalized ads and content, as well as to measure the effectiveness of ads and content. But that’s not all. Yahoo also shares your data with its partners, including 237 companies that are part of the IAB Transparency & Consent Framework.

How can I control what data Yahoo collects?

If you’re not comfortable with Yahoo collecting and sharing your data, there are a few things you can do. First, you can click on the “Datenschutzeinstellungen verwalten” link at the bottom of the Yahoo homepage to manage your privacy settings. From there, you can choose to opt out of personalized ads and content, as well as limit the amount of data that Yahoo collects about you.

You can also use a browser extension like uBlock Origin or Ghostery to block cookies and other tracking technologies on Yahoo and other websites.

What are the implications of Yahoo’s data collection practices?

Yahoo’s data collection practices have serious implications for your online privacy. By collecting and sharing your personal data, Yahoo is creating a detailed profile of your online activities and interests. This information can be used to serve you targeted ads, but it can also be used for more nefarious purposes, such as identity theft or surveillance.

Conclusion

In conclusion, Yahoo’s use of cookies and other tracking technologies to collect personal data is a serious concern for online privacy. While the company provides some options for managing your privacy settings, it’s up to you to take control of your data and limit what information you share with Yahoo and its partners.

Yahoo logo

Further Reading

For more information on Yahoo’s data collection practices, check out the company’s Datenschutzerklärung and Cookie-Richtlinie. You can also learn more about online privacy and how to protect yourself at the Electronic Frontier Foundation.