Yahoo! to expand opt-out policy on customized Ad

Acclaimed most trafficked Internet destinations globally, the Yahoo! Incorporated, has announced that its opt-out policy on customized advertisement on Yahoo.com would soon be expanded.

The internet service company made this proclamation in response to the query sent to Internet service providers in the United States by the House Committee on Energy and Commerce, presided over by Hon. John Dingell and dated August 1, 2008.

Vice President of Global Public Policy at Yahoo! Incorporated, Mr. David Hantman said in a press statement endorsed by Media officer at Yahoo!, Kelley Benander and made available to Champion Infotel, that it will offer users greater choice on how they could manage their privacy online by enabling them to opt-out of customized advertising on Yahoo.com.

Hantman noted that though there are already existing opt-out options in Yahoo! current programmes for customized advertising served by the firm on third party networks, there would be 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.

Benander also quoted head of privacy and Vice President for policy, Ms Anne Toth, as saying that Yahoo! understands the trust of its users which is the greatest asset, hence the firm strives 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,” she said.

Toth noted that Yahoo! understands that there are some users who prefer not to receive customized advertising and opting out would offer them even greater choice.

This new opt-out capability, she explained is expected to be available for consumers by the end of August, this year.

“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,” she said, stressing that users would also be able to access the opt-out through a link in the public service advertising campaign Yahoo! which has been running with online ads across its network to educate users about customized advertising.


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