David Kirkpatrick

August 10, 2008

Yahoo changes targeted ad policy

Filed under: Business, Technology — Tags: , , , , — David Kirkpatrick @ 4:37 pm

Yahoo is letting users opt out of targeted ads running on its own sites.

From the link:

Yahoo has been offering that opt-out choice only to ads the company runs on outside, partner sites. Yahoo said Friday it now would extend that option to ads displayed on its own sites, to boost users’ trust – and in doing so, perhaps draw visitors from its rivals.

The option will likely be available by the end of the month.

Yahoo spokeswoman Kelley Benander said the change has been in the works for some time, but the company decided to announce it early in response to an inquiry from the House Energy and Commerce Committee, whose subcommittee on the Internet held a hearing last month questioning online advertising practices.

Visitors who decline would still see ads, but not ones delivered through “behavioral targeting” – in which a site displays ads for golf carts, for instance, to visitors who frequent golf sites, even when they are reading about Paris Hilton. Instead, they’d see a generic ad.

The policy change does not affect Yahoo’s other targeted ads, such as those tied to search terms or location