Yahoo! Mail Sheds Beta Tag With Little Fanfare Over Revised Data Collection
ADOTAS – Circa midnight Eastern time, Yahoo cut the beta tag off its revamped mail system. It’s pretty snazzy — in addition to promised faster service and tightened spam and malware security, the new Yahoo! mail will allow users to answer Facebook messages and chat via the social network. Similar to Facebook’s slowly unfolding Messages communications hub, users will be able to create, respond to and archive instant and text messages. In addition, slideshows and YouTube videos can be viewed within the email client, and a YouSendIt tool for uploading larger files appears among the sending options.
But few people — in the media or elsewhere — seemed concerned or at least interested that with the overhauled system, Yahoo! is going to use interests garnered from scanning emails for not just typical in-client advertisements, but other “interests-based advertisements” on Yahoo!’s content network — yes, that means behaviorally targeted display ads.
And the reason could be that Yahoo! has been extremely transparent about the process.
Right on the sign-up page for a new account, there’s a disclaimer before the “Create My Account” button: “Yahoo! automatically identifies items such as words, links, people, and subjects from your Yahoo! communications services to deliver product features and relevant advertising.” That link leads you to a straightforward but heavily detailed explanation of Yahoo!’s data collection practices and the Ad Interests Manager.
There you can see how keywords collected from emails are added to a list of interests amassed from search and browsing data, as well as interactions with ads. Yahoo! allows users to opt out of Interest-Based Advertisements with a simple click, or manage these interests one by one on a seemingly endless list. Yahoo! also makes it clear that advertisers are not handed the profile data and “trusted partners” cannot share profile data.
Yahoo!’s intuitive approach should be commended — and the lack of privacy hysterics suggests that transparency is the key to assuaging Internet user concerns about behavioral advertising. However, it could be the media is just slow on the take — it did take the mainstream press a year to build up a furor over Apple collecting location data from mobile devices.
Or maybe it’s about size — there are somewhere around 270 million Yahoo! accounts (Gmail surprisingly trails with 150 million accounts), which is not even half of Facebook’s 600 million users. I can’t stop wondering whether the media and public would be going nuts if Facebook introduced a similar initiative — collecting keywords from scanned messages to use in targeting ads across the social network.
No comments yet
Leave a Comment
Take the Display Advertising Survey for the Chance to Win a Jawbone Jambox!ADOTAS – Industry discussions about cookies, privacy and the impact on display advertising have been frequent — and, in some [...] more...
- Watch it Live: Xbox Reveal, 5/21 at Noon EDT/10 a.m. PDT May 20th 2013 ADOTAS (via CNET) – Check out CNET’s live coverage of [...] more »
- Today’s Burning Question: Implications of Yahoo’s Tumblr Acquisition? May 20th 2013 ADOTAS – Today we’ve solicited comments from industry leaders in [...] more »
- AFAIK: Poptent, Clear Channel Outdoor, Infusionsoft, Silverpop May 20th 2013 ADOTAS — Here’s what jumped out of my Inbox and [...] more »
- Live Twitter feed from Internet Week New York May 20th 2013 ADOTAS – This year’s Internet Week New York (#IWNY) will [...] more »
- Preview: What’s Happening at Internet Week New York 2013 May 20th 2013 ADOTAS — Digital advertising and technology collide this week as [...] more »
- Report: David Karp sells Tumblr to Yahoo! for $1.1 Billion May 20th 2013 ADOTAS (via New York’s Daily News) — Who wants to [...] more »
- It’s Not Digital – It’s Mobile May 17th 2013 ADOTAS — One of the biggest mistakes advertisers can [...] more »
- Preview: What’s Happening at Internet Week New York 2013 May 20th 2013
- Video from the Westchester Digital Summit May 17th 2013
- Automating Core Processes Can Reduce ‘Little Big Problems’ That Ruin Customer Relationships May 17th 2013
- Unleash the Power of Mobile: 6 Steps to Lead Generation the ‘Iron Man’ Way May 16th 2013
- Who’s Sharing My Brand Images? Why Text-Based Social Media Monitoring Falls Short May 16th 2013
- Print and Web Manager
- SEO Marketing PPC Specialist
- Marketing Summer Internship at Clean-Tech Educatio
- Service Line Manager - Digital Media
- SEO / SEM Specialist
- Pinterest Roundup — May 2013 | Technology for Publishing LLC: [...] Early Pinterest Analytics Show Brand Potential [...]
- YouTube Turns Eight As Platform Surpasses More Than 100 Hours Of Video … | HOW CAN I GET MONEY: [...] in the look, feel and behavior of Google Objects. The integration is easy, and
- MobiKeith: Well done. Gr8 read. Concepts can b used in general sales/marketing environment. Tx.
- Client News Weekly Wrap Up: [...] PunchTab founder and CEO Ramjet Kumaran, lists four best practices for using incentives to attract and