Revision History
Yahoo.com - Ad Serving
Show other documents from Yahoo.com
Version Comments
Since Yahoo and AOL have joined to become Oath, this document now points to Oath.com's Ad Serving policy.
The "Transparency, Choice and Opt-out" section has been modified.
The Personalized Experience section has been updated (previously called "Relevant Advertising"). Go here to manage your advertising choices: https://aim.yahoo.com/aim/us/en/optout/
The section "Ad Selection" has been updated concerning Yahoo's automated systems to analyze all communications content.
Major updates made throughout the document.
Contact phone number removed (minor update).
Sections added: Yahoo Privacy, Relevant Advertising and Opt-Out.
Yahoo may also serve ads based on "apps on the device".
Phrasing changed concerning Yahoo!'s "Network Advertising Initiative". "Yahoo" also changed to "Yahoo!" throughout.
This is the initial version that ParanoidPaul captured. It is not necessarily the first version of the document.
AD SERVING

	Yahoo	Advertising is a core part of Oath’s business. Many of our free brands, websites, apps, advertising services, products, services or technologies (“Services”) are supported by the ads we and others display. We also provide a variety of online advertising services to other companies that want to place ads on our Services or elsewhere. 

	Oath displays ads both on our owned and operated sites and apps (those with Yahoo branding as well as those with separate branding)Services and on non-Yahoo sitesnon-Oath sites, apps, and apps. Yahooservices. Oath serves display ads, also known as graphical ads, which appear as images, animationanimation, or video. YahooOath also serves text ads that appear as text links. Yahoo'sOath’s advertising platforms provide the means for advertisers, agencies, publisherspublishers, and ad networks to manage their advertising business. 

AD SELECTION

	When you visit Yahoo sites and apps 	 Ads are more effective when they are shown to people who are likely to be interested in the product or non-Yahoo sitesservice advertised. For this reason, we use the information we collect and apps where Yahooreceive to help us select which ads to show you.
 	 We may serve ads,select these ads thatbased on the content of the page or app on which they appear. For instance, if you seeare viewing a news article about a recently released album, Oath may show you an ad for a music store that sells albums. Similarly, ads in finance content may be related to financial services. These kinds of ads are sometimes called “contextual ads.”
 	 Other ads we select may be suggested by Yahoo based on various factorsinformation we have collected or received about activities and interests on websites and apps used on your device and other associated devices. These ads are sometimes called “interest-based ads.” Some interest-based ads are based only on an isolated online activity, such as if you were to go to an online bookstore and view a particular novel. The bookseller might want to show you an ad for that novel because you’re probably more interested in buying it than the contentaverage online user. This kind of the siteinterest-based advertising is sometimes called “retargeting” or app“remarketing.”
 	 Other interest-based ads are shown based on your online activities over time and across different websites and apps used on your various devices. We may collect information about your online activities in this way in order to make predictions about what products or services might be of interest to you. Based on these predictions, we and other companies may categorize you as belonging to a “segment” of users to which they appear,advertisers may be interested in showing ads. For example, if you’ve recently visited a car dealer’s website, you might be grouped in an “Auto Intenders” segment, and a car dealer who places ads with us might want us to show ads to the users who are in this segment. You can view a list of certain categories for advertising. Please note the listed categories do not include custom categories, such as those created by a specific advertiser.
 	 We also select ads to show you based on other information you provide or that we collect from other sources, such as your gender, age or location, searches you conduct, or what your friends or contacts recommend to you, apps on the device, or based on your other interests. Yahoo may use information you provide, including personally identifiable information, to tailor ads when you use our sites and apps or one of our services. Yahoo may also analyze your use of our products and services and your engagement with the ads we show you. 

 	 Ads served by Yahoo may be customized to reflect your interests. To do this, Yahoo may consider browsing activity, including the type of content accessed, ads clicked, and searches conducted or on related terms. Yahoo may also use information about the ads you have seen and clicked on to improve the effectiveness of our advertising platforms.
 	 When showing you ads on a search results page, information about your browsing behavior and your search query may be used to display more relevant ads. For more information about how your search queries may be used to display more relevant ads, visit the Yahoo Search privacy page.
 	 Yahoo's automated systems analyze all communications content to match and serve targeted advertising.
 	 Yahoo may display ads based on relevant content. For instance, if you are viewing a Yahoo news article about a recently released album, Yahoo may show you an ad for a music store that sells albums. Similarly, ads in Yahoo Finance may be related to financial services.
 	 Yahoo may also tailor ads based on location. For more information about how Yahoo uses location information, please visit our Yahoo Location privacy page.
 	 Yahoo may use information you provide, such as your gender, age or job category, to tailor ads when you are logged in or if you have stored this information with a Yahoo service. Yahoo may also use this information, including personally identifiable information, to tailor ads when you are using our sites and apps or one of our services.
 	 Yahoo may tailor ads to you based on people you have connected with and their demonstrated or declared interests.
 	 Yahoo does not provide any personally identifiable information to an advertiser, site, or app when you interact with or view a targeted ad. However, by interacting with or viewing an ad you should be aware that the advertiser may make the assumption that you meet the targeting criteria used to display the ad.DATA USE TO PROVIDE MORE RELEVANT ADVERTISING

TECHNOLOGIES USED	As explained above, we use the data we collect or receive about you to help us show ads for products or services that you are likely to be interested in and make the advertising we serve more effective. 

 	 Yahoo uses tools called cookies and web beacons in	Oath may use information you provide or that it receives, including information that on its own could reasonably identify you, to tailor ads when you use our Services or the ad serving process. Click each linkservices of others. Oath may also analyze your use of our Services, including your engagement with the ads we show you, to learn more.improve the effectiveness of our advertising platforms, limit the number of times you see the same ad, and measure the effectiveness of the specific ads we serve. 

TRANSPARENCY, CHOICE AND OPT-OUT 	 When showing you ads on a search results page, information about your browsing behavior and your search query may be used to display more relevant ads. For more information about how your search queries may be used to display more relevant ads, visit the Search privacy page.
 	 Oath’s systems may analyze all content (including email and messenger communications) to match and serve targeted advertising.
 	 Oath may tailor ads based on location. For more information about how Oath uses location information, please visit our Oath Location privacy page.
 	 Oath may use information you provide, such as your age or gender, to tailor ads when you are logged in or if you have stored this information with an Oath Service (even if you are logged out). Oath may also use this information, including personally identifiable information, to tailor ads when you are using our Services.
 	 Oath uses a variety of tools, including, but not limited to, IP Addresses, web beacons, SDKs, cookies, and similar technologies, to support Oath advertising services. Click each link to learn more.
 	 Oath may tailor ads to you based on people you have connected with and their demonstrated or declared interests.
 	 Oath may personalize ads to you based upon activities of accounts and devices associated with you.
 	 We use data that we receive from other sources to help us provide more effective advertising. For example, we may use data that is available from public or commercial sources and combine it with other data we have collected or received about a user or the user’s device for these purposes.
 	 We do not use, or allow others to use, sensitive financial account number data or other sensitive data (as defined by the self-regulatory programs listed below) to determine eligibility for health insurance, life insurance, or employment. We also do not target ads to users based on sensitive health data, including cancer, mental health-related conditions, and sexually-related areas.
 	 If a user appears interested in non-sensitive, health-related topics (such as by visiting pages related to such a topic) an ad relevant to those interests may be displayed. We also may display non-sensitive, health-related ads to users who we or our advertisers believe may be an appropriate audience for such topics. For example, a user who is of childbearing age or views several pages related to newborns and parenting might later be shown an ad for diapers. Similarly, a user who lives in an area with high prevalence of diabetes or high blood pressure, or who views content related to diabetes or high blood pressure might later be shown related ads. See our Standard Categories.

	 You can control Yahoo's use of information for ad selection. Yahoo offers you the following choices with regard to interest-based advertising: MORE INFORMATION

 	 Please visit Ad Interest Manager to learn more about the information used to personalize your ad experience and your choices regarding how we use information about these activities to influence the ads we show you. If you opt-out, you will continue to see ads Yahoo serves, but they won't be customized to your interests or search history.
 	 You can see and,	 Oath participates in many cases, opt-out of, receiving targeted ads from other companies that serve ads on Yahoo by visiting our Third Parties on Yahoo page.
 	 You can edit your Yahoo account information, that may be used to select ads, at any time.

	 Yahoo is also a member of multiple, regional self regulatoryself-regulatory bodies and adheresis committed to adhering to their principles for online behavioralinterest-based advertising. While distinct, these entities are all cooperatives of companies committed to building responsible advertising policies across the Internet. 

 	 US: Network Advertising Initiative (NAI) - Learn more about its code of conduct or opt-out from any of its member companies.
 	 US: Digital Advertising Alliance (DAA) - Learn more about its principles or opt-out from any of its memberparticipating companies.
 	 EUROPE:Europe: European Interactive Digital Advertising Alliance (EDAA) - Learn more about its principles, or opt-out from any of its memberparticipating companies.
 	 CANADA:Canada: Digital Advertising Alliance of Canada (DAAC) - Learn more about its principles, or opt-out from any of its memberparticipating companies.
 	 AUSTRALIA:Australia: For users of Yahoo Sevens, See the Australian Digital Advertising Alliance (ADAA) - Learn more about its principles or opt-out from any of its memberparticipating companies.
 	 Japan: For users of ONE by AOL and Oath Japan KK, see the Data Driven Advertising Initiative (DDAI) - Learn more about its principles or opt-out from any of its participating companies.
 	 NEW ZEALAND: Interactive Advertising Bureau of New Zealand (IAB) - Learn more about its principles.

YOUR CHOICES

	Learn more about your choices. 


QUESTIONS AND SUGGESTIONS

	If you have questions, suggestions, or complaints, please complete a feedback form or you can contact us at: 

	Yahoo	Oath
 Customer Care - Privacy Policy Issues
 701 First Avenue
 Sunnyvale, CA 94089         

YAHOO PRIVACY

	To find out how Yahoo treats your personal information, please visit our Privacy Policy. This page describes current Yahoo practices with respect to this product or topic. Information on this page may change as Yahoo adds or removes features.      

PERSONALIZED EXPERIENCE

	By bringing content and advertising to you that is relevant and tailored to your interests, Yahoo provides a more compelling online experience. Update your content or search preferences, manage your advertising choices, or learn more about relevant advertising.

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