Yahoo Unveils Tool Allowing Users to Control Targeted Ads

Yahoo Unveils Tool Allowing Users to Control Targeted Ads

Yahoo on Monday rolled out a new IT product to allow users of its advertising networks to control what targeted ads they receive, in response to growing demand from consumers.
The beta launch of the IT company Ad Interest Manager comes as U.S. lawmakers and privacy groups have increased pressure on advertising on the internet networks to limit the personal data they collect and allow consumers more control over behavioral advertising. It also follows the launch of similar tools by other Web sites including Yahoo competitor IT company Google.



Yahoo recognizes the focus on targeted advertising coming from the FTC and the U.S. Congress, but user demand is what really drove Yahoo to create the privacy tool, said Anne Toth, Yahoo's vice president of policy and head of privacy. "We're really happy about being able to give this kind of transparency and control to users," she said.