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Yahoo has made an announcement that it would let users to have a choice as to how they manage their online privacy and enable them to ‘call an off’ to the customized advertising on Yahoo.com. This is yet another expansion to Yahoo’s opt-out program that has already existed for its customized advertising on third party networks.

This might be a big announcement on Yahoo’s part but it hasn’t had anyone satisfied as many consider it to be a step much shorter than what is actually needed. This is so because Yahoo still has enough to continue user’s data collection plus worrying the publishers as such riddance from customized ads can injure their own business model.

Yahoo has been pretty optimistic about its customized content and hoped that it won’t get a ‘no’ from its customers; since it highlighted the benefits of such a service in its tailored letter to the House of Energy and Commerce Committee. Anne Toth, head of privacy and VP for policy said:

Yahoo! understands the trust of our users is our greatest asset, so we strive to create the most trusted, compelling online experience.

What’s the point at making sure users believe Yahoo when there are third parties involved? We never know where this data is going and to what use it can be manipulated? Giving priority to users means that Yahoo must take more measures than simply put forward multiple options. Why not simply pull it off? Well there is definitely business with the customized content but what actually generates it? The sort of user confidence Yahoo has, I personally think it needs to give highest priority to its loyal users.

Anne further added:

Yahoo! strongly believes that consumers want choice when customizing their online experience and they have also demonstrated a strong preference for advertising that is more personally relevant to them. However, we understand that there are some users who prefer not to receive customized advertising and this opt-out will offer them even greater choice.

Sounds more reasonable; as this is exactly what gives users more authority to choose what they want and what not. Showing users ‘what might be’ relevant to them doesn’t mean the users actually want to bee bombarded with ads. I guess this present move lets users feel freer rather than being bludgeoned by default ‘yes’ from a particular service.