Revision History - Ad Serving
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Version Comments
Since Yahoo and AOL have joined to become Oath, this document now points to'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:
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.

	Yahoo displays ads both on our network of owned and operated websites, such as the sites on the domain and sites like and others (see our Acquired Companies page for a list of other domains where Yahoo may serve ads) and on non-Yahoo websites. Yahoo’s network includes the Yahoo Network Plus and Yahoo Search Marketing. Yahoo serves display ads, also known as graphical ads, which appear as images, animation or video. Yahoo also serves text ads that appear as text links. Yahoo’s Right Media Exchange and, in some markets, its APT technology platforms (“the Exchanges”) provide the means for advertisers, agencies, publishers and ad networks to manage their advertising business. 

	When you visit one of Yahoo’s websites, or a non-Yahoo website where Yahoo may serve ads, ads that you see may be suggested by Yahoo based on various factors such as the content of the page on which they appear, information you provide such as your gender, age or location, searches you conduct, what your friends or contacts recommend to you, or based on your other interests. Yahoo may use information you provide, including personally identifiable information, to tailor ads when you are on one of our websites or using one of our services. Yahoo may also analyze your use of our products and services and your engagement with the ads we show you. You can control Yahoo’s use of this information for ad selection and improving the effectiveness of the Exchanges by opting out. To learn more about your options and to control this practice, click here. 

	Technologies Used 

 	 Yahoo uses tools called cookies and web beacons in the ad serving process. Click each link to learn more. 

	Ad Selection

 	 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 Exchanges.
 	 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 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 on one of our websites or using one of our services.
 	 Yahoo may tailor ads to you based on people you have connected with and their demonstrated or declared interests.
 	 Yahoo may show ads suggested by friends or contacts.
 	 Yahoo does not provide any personally identifiable information to an advertiser or website 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.

 Transparency, Choice and Opt-out

 	 Yahoo is transparent about how we serve ads. Yahoo offers you the following choices with regard to interest-based advertising:

 	 Please visit our Opt-Out page 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 on these websites, but they won’t be customized to your interests or search history.
 	 You can also opt-out of allowing other advertisers, agencies, networks or publishers use of the Right Media Exchange to select ads. Visit the Right Media Exchange Privacy Policy to learn more about how the Right Media Exchange operates and the privacy choices it provides.
 	 You can see and, 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 a member of the Network Advertising Initiative (NAI), a cooperative of companies committed to building responsible advertising policies across the Internet. Learn more about other ad serving companies and opt-out from each of them at the NAI website.
 	 Yahoo is a member of the Digital Advertising Alliance (DAA), a cooperative of companies committed to building responsible advertising policies across the Internet, and adheres to the DAA's Self-Regulatory Principles for Online Behavioral Advertising. Yahoo is committed to delivering you enhanced privacy notices for online advertising on our branded websites. Yahoo's enhanced privacy notices appear both near the ad (AdChoices) and near the Privacy Policy link (About Our Ads). To learn more about enhanced privacy notices, other ad serving companies' privacy practices and opt-out from each of them, please visit the DAA website.


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

	Yahoo! Inc.
Customer Care - Privacy Policy Issues
701 First Avenue
Sunnyvale, CA 94089
(408) 349-5070

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