As Privacy Debate Rages, Yahoo Rolls Out Advanced Opt-Out Platform
ADOTAS – Court is in session! The Federal Trade Commission is hosting its much ballyhooed public roundtable on online privacy today in the nation’s capital — will privacy advocates rule the day and move the FTC a step closer to regulation? Well, you better believe that Internet marketers aren’t going to sit around and wait to find out.
Yahoo! has prudently released a tool to give users more control over who tracks them and how. The Ad Interest Manager displays a brief history of a user’s activity and determine how exposed to behavioral-targeted advertising on the Yahoo! Ad Network.
While Yahoo! has allowed users to opt-out of behavioral targeting before, the new platform sheds light on how the company categorizes activities and ranks interest. Specific categories can be shut down or a user can skip out on interest-based ads entirely.
“Yahoo! is committed to providing consumers with increased transparency and control when they are online,” said Anne Toth, vice president of policy and head of privacy for Yahoo!. “Ad Interest Manager will show users what interests we think they have, and also let them edit and change those interests to reflect the most up-to-date information.”
Of course, such an olive branch to consumers (and privacy-concerned regulators and legislators) couldn’t hurt government approval of Yahoo! and Microsoft’s search deal — a definitive agreement was reached on Friday.
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