Yahoo Pixel and Custom Audience Policy

This Yahoo ("Yahoo", "we", "us", or "our") Pixel and Custom Audience policy applies to:

an advertiser's use of a Yahoo pixel, Pixel API, or other code (collectively, "Yahoo Code") on the advertiser's own websites or mobile apps to enable targeting, optimization, measurement, and other tools available in its advertising account(s); and
an advertiser's provision of first-party data (e.g., mobile advertising IDs, hashed email addresses), via the DataX API, .csv file, or any other means agreed upon by the parties, for the purpose of creating custom audiences, for campaign optimization, for use with the Yahoo Audience Insights tool, or for any other purpose in connection with its advertising campaigns ("Audience Data").

USE. If an advertiser uses Yahoo Code or provides us Audience Data, it must:
1. Maintain and adhere to a privacy policy on its websites and apps which must, at a minimum: (i) be available as a clear and conspicuous link from the main page of its websites and apps and any other website page or app where the Yahoo Code may be deployed, and (ii) clearly and prominently display the applicable notice and opt-out link referenced below;
2. Obtain all necessary rights and permissions to use Audience Data, and all data, including hashed email addresses and hashed phone numbers, collected by the Yahoo Code ("Code Data"), if applicable;
3. Comply with all applicable laws, statutes, directives, ordinances, treaties, contracts, regulations, guidelines, and Yahoo policies relating to its use of Yahoo Code and its collection and use of Audience Data (as applicable);
4. Not conduct interest-based advertising involving categories prohibited by local authorities (e.g., health conditions and sexual orientation) or applicable self-regulatory codes of conduct, including by creating or using custom audiences based on such sensitive information, without the necessary consents;
5. Comply with applicable requirements contained in the developer terms for the underlying mobile operating system (e.g., the iOS Developer Program License Agreement and the Google Play Developer Program Policies); and
6. Not transmit, directly or indirectly, to Yahoo or a Yahoo affiliate any personally identifiable information relating to visitors to its websites or apps (for clarity, this does not prevent advertisers from onboarding their first-party data via functionality provided by Yahoo that hashes such data on ingestion).
USER PRIVACY CHOICES, NOTICE, AND ABILITY TO OPT-OUT.
If an advertiser uses Yahoo Code and/or Audience Data in connection with its advertising campaigns, it must implement support for applicable user privacy choices and/or related best practices as specified at developer.yahooinc.com. In particular, advertisers are required to support the exercise of applicable data subject rights and curate Audience Data shared with Yahoo through the DataX APIs provided via https://help.yahooinc.com/datax/docs/high-level-api-flow, along with the obligations set forth below. The applicable obligations depend on whether the jurisdiction is an opt-out regime or an opt-in regime.
1. JURISDICTIONS WITH AN OPT-OUT REGIME. If an advertiser uses Yahoo Code and/or Audience Data in an opt-out (non-explicit) consent jurisdiction, such as the United States, or if its websites and apps are intended for use in such jurisdictions, it must:
  1. Ensure that its use of Yahoo Code and/or Audience Data complies with the Digital Advertising Alliance (DAA) Self-Regulatory Principles, (which may be amended from time to time by the DAA) if the Yahoo Code / Audience Data is used within the United States, or the principles and guidelines of the equivalent self-regulatory body for territories outside the United States, which are comparable to those issued by the DAA, such as those established by the Digital Advertising Alliance of Canada and the Australian Digital Advertising Alliance;
  2. Prominently display within the privacy policy of its websites and apps a notice that includes each of the following disclosures in close proximity: (a) for Yahoo Code, statements that (1) third-party web beacons, cookies, or similar technologies are used on its websites or apps to provide advertisements about goods and services of interest to visitors, and (2) describe its use of Code Data (it is strongly recommended that the advertiser name Yahoo and Yahoo involvement when describing such use), and (b) for Audience Data, a statement that describes its use of Audience Data; and
  3. Provide users of its websites, mobile apps, or other services all required opt-out rights related to the proposed use of Code Data and Audience Data by advertiser and Yahoo as described in Section 3 below (e.g., providing an opt-out of “sale” and/or “targeted advertising” in those jurisdictions where required).
    1. For Audience Data, advertiser will not include data from any user who has opted out of having his/her data used; and, to the extent a user opts out after advertiser includes his/her data as part of Audience Data, advertiser will promptly remove such user's data from advertiser's custom audience segments.
    2. For Code Data, if a user has opted out, advertiser will either (i) not provide Code Data for such user or (ii) provide Code Data for such user with an accompanying mutually agreed upon signal indicating that the user has opted out.
  4. To the extent a jurisdiction with an opt-out regime requires opt-in consent for certain categories of data (e.g., health data under many of the U.S. state privacy laws) and advertiser’s Code Data or Audience Data falls within such category(ies), obtain all necessary rights, waivers, consents, and permissions from users of its websites, mobile apps, or other services related to its proposed use of such Code Data and Audience Data, Yahoo and Taboola’s (defined below) proposed use of the same (as described in Section 3.C., below), and the use by any partners with which the advertiser requests Yahoo to share such Code Data and/or Audience Data. For the purpose of clarity, if the advertiser does not obtain all necessary rights, waivers, consents, and permissions for such data from the relevant users, it shall not provide or otherwise make available such data to Yahoo.
2. EEA, UK, BRAZIL, QUEBEC AND ALL OTHER JURISDICTIONS WITH AN OPT-IN REGIME. If an advertiser uses Yahoo Code and/or Audience Data in an opt-in (explicit) consent regime such as the European Economic Area, the United Kingdom, Brazil, Quebec and certain countries within APAC and LATAM, or if its websites and apps are intended for use in such countries, it must:
  1. Prior to deployment of the Yahoo Code, enter into an agreement with the relevant Yahoo entit(ies) related to its use of Yahoo Code;
  2. Ensure that its use of Yahoo Code and/or Audience Data complies with applicable local laws and self-regulatory obligations, such as the European Digital Advertising Alliance's European Principles (which may be amended from time to time by the EDAA) for use in the EEA and/or UK;
  3. Prominently display within the privacy policy of its websites and apps a notice that includes each of the following disclosures in close proximity: (a) for Yahoo Code, a statement that third-party web beacons and cookies are used on its website or app to provide advertisements about goods and services of interest to visitors on that and other websites and apps; (b) a statement that describes its use of Code Data (the advertiser must mention Yahoo by name and Yahoo involvement when describing such use) to obtain all necessary rights to use Code Data as required by section 1.B. and/or Audience Data; and (c) a statement that describes how visitors may learn more about the choices offered in connection with its use of Code Data and/or Audience Data, such as an active link to http://www.youronlinechoices.eu/ for use in the EEA and/or UK;
  4. Obtain all necessary rights, waivers, consents, and permissions from users of its websites, mobile apps, or other services related to its proposed use of Code Data and Audience Data as well as Yahoo’s use (as described in Section 3, below) and the use by any partners with which the advertiser requests Yahoo to share Code Data and/or Audience Data; and
  5. Provide transparency and obtain all necessary rights, consents, and permissions from users of its websites, mobile apps, or other services related to the use of Code Data and Audience Data by Taboola for the purposes set out in Section 3.C., below.
YAHOO’S USE.
1. AUDIENCE DATA. We will not use Audience Data or an advertiser's custom audience segments except at the direction of said advertiser. We will not share Audience Data or an advertiser's custom audience segments with any other advertiser.
2. CODE DATA. We will not share un-aggregated Code Data with any other advertisers nor use it for the benefit of any other specific advertiser without advertiser's consent. Yahoo may use Code Data in an aggregated, pseudonymous, or anonymous manner for (i) internal operational purposes (such as abuse detection and prevention, reporting), (ii) to build or improve services and offerings, and (iii) to personalize content (including ads) we deliver. Advertisers may control what Code Data is collected via optional Online Enhanced Matching by configuring the Yahoo Code or Yahoo Pixel API.
3. SPECIAL HANDLING FOR NATIVE AD CAMPAIGNS. Yahoo has entered into an agreement with Taboola, Inc. and Taboola.com, Ltd. (collectively, “Taboola”) for the delivery of native advertising campaigns. Accordingly, if you have enabled Yahoo Code or uploaded Audience Data for use with your native advertising campaigns, Code Data and Audience Data will be shared with Taboola to enable the targeting, optimization, and measurement of your native advertising campaigns by Taboola. Taboola has committed to handling Code Data and Audience Data consistent with Yahoo’s obligations in Sections 3.A. and 3.B., above.
MISCELLANEOUS. Any terms used but not defined herein shall have the meanings ascribed to them in the Advertising Terms and Conditions, located here: https://legal.yahoo.com/us/en/yahoo/terms/advertising-322/index.html.

Last updated on October 28, 2025