Appended and Matched Data

In order to deliver the most engaging and personalized experience for our users, Yahoo may collect information, including your email address, phone number, device identifiers as described in our Privacy Policy, when you register with us, use our brands, websites, apps, advertising services, products, services or technologies (“Services”), use sites or apps or services of certain partners, or enter promotions.Yahoo may combine this information with information we obtain from our affiliates and other sources, and use it to offer you more relevant content and advertising.

Information Collection & Use Practices

  • We may obtain information from our partners and append it to our existing user information to better understand users’ interests and to provide more relevant content and advertising. These partners may include:
  • We may append information about you that is publicly or commercially available or information that is aggregated and/or depersonalized by partners. This information may include, for example, average household size, household income range, or postal code. This information may be associated with other information we maintain about you, including your email address, physical address, full name, or phone number.

Information Matched for Advertisers

  • In some cases our advertisers may share information, including personal information, with us in order to identify and deliver the most relevant ads to their customers. We use this information only on behalf of the advertiser who provided it and do not use it independently of our advertiser’s instructions. We may match this information to our existing user information or may use a third party vendor to assist in this process. The third party vendor may not use Yahoo’s information for any independent purpose.

Your Choices

You can opt-out of Yahoo’s use of information used for matching purposes by exercising the Audience Matching opt-out control. Visit the Privacy Dashboard and Controls page, choose the Yahoo brand you are using, then select the “Personalized Advertising” (Manage) under “Personalize Your Experience”. On the next page, set the “Audience Match my information” control to OFF.

While Yahoo does not share personally identifiable information with third parties for advertising purposes, if you have provided your email address to third parties in another context, you may be able to opt-out of further use of your data by exercising the Network Advertising Initiative’s Audience Matched Advertising opt-out control at

Learn more about your choices.

For additional information on how Yahoo treats your personal information, please visit our Privacy Policy.