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Yahoo! is excited to be one of the first large online companies to announce live, global support for Do Not Track (DNT)! This commitment continues our leadership in user privacy where Yahoo! was among the first to launch an Ad Interest Manager (3 years ago) and followed this up by being the first to support the AdChoices Icon program (2 years ago).
Yahoo’s DNT solution has been in development since last year and is implemented in-line with Digital Advertising Alliance’s (DAA) principles which provide guidelines for the appropriate use of online behavioral advertising (also called “interest-based” advertising) and multi-site data – AND – our proposal to the World Wide Web Consortium (W3C), the international standards body that manages many of the technical elements of the Internet. Of course, we will continue to follow further DNT-related developments in the U.S., Europe, and elsewhere very closely.
How does it work?
If you’re using a more recent web browser you may have an option to set a DNT preference (location varies by browser). If you activate this feature, the DNT signal is sent to our servers when you view websites where Yahoo! collects data. When our servers receive the DNT signal, this activates our existing opt-out process. With DNT turned on, Yahoo! will no longer score your activities for advertising or content interests and no longer personalize your ads and content based on those interest scores.
Yahoo! is deeply committed to innovation and bringing world class experiences to our users. To do this, Yahoo! will continue to collect information for purposes such as fraud and security, financial reporting, and to improve our products for your benefit. It’s important to note that you will continue to see ads — but without the advantage of being personalized to your ad interests.
NOTE: Curious to learn what we believe your ad interests are? Please check out Ad Interest Manager to view and manage your ad interests or opt-out.
When will the rollout be completed?
We’ve already begun the implementation process and will continue the rollout to our systems around the globe with completion targeted for early summer. Several of our advertising platforms (Right Media and interclick) and properties already support the DNT standard – with more adding support every week. Once you come into contact with a system that supports DNT, your opt-out will be set and apply to your interactions with Yahoo! going forward.
The Yahoo! Privacy Team is proud of our history in providing enhanced transparency through the AdChoices Icon program and now providing enhanced control through Do Not Track (and Ad Interest Manager). We’d like to thank our product and engineering teams for their efforts to make DNT a reality for users and to our executive team for supporting us along the way.
VP, Privacy & Data Governance
Editor's Note: Visit the Yahoo! Policy Blog for more information.