Yahoo! lets US users opt out of targeted ads

Yahoo! is to let visitors to its US site opt out of seeing ads that are relevant to their browsing habits.



To aid consumer trust, the search engine said consumers will be able to ask to stop being served behaviourally targeted ads, such as travel offer ads if a user regularly visits a travel site


Anne Toth, head of privacy and VP for policy, said, "Yahoo! understands the trust of our users is our greatest asset, so we strive to create the most trusted, compelling online experience.

“We understand there are some users who prefer not to receive customised advertising and this opt-out will give them even greater choice," she added.



The opt-out will be available for consumers in the US by the end of the month.



Many publishers have adopted behavioural targeting, most recently Teletext, which appointed Revenue Science to handle ad targeting across its sites

SOURCE: NMA