Yahoo EMEA Limited Cookie Policy

Yahoo EMEA Limited Cookie Policy

Version 3.3, last updated May 2025 (see the previous cookie policy here).

We use cookies and similar technologies when you use websites and apps that use our digital advertising services. These technologies help us show ads, understand how they perform, make them work better, and prevent fraud and abuse.

We only use these technologies with your consent. You can manage or withdraw your consent at any time using the privacy controls provided by the site or app you’re visiting.

To learn more about how we handle personal information, please see our privacy policy.

We use cookies and similar technologies such as web storage, advertising identifiers, tracking pixels, URL parameters, persistent identifiers and IP addresses.

Click on + on the right to learn more.

  1. Cookies

    Cookies are small text files stored on your device by your browser. We use them to support the delivery, measurement, and improvement of advertising.

    The types of information may be stored in cookies include:

    • Unique identifiers to recognise your browser or device
    • Information used to control how often ads are shown (frequency capping)
    • Data used to measure ad performance and effectiveness
    • Preferences related to your advertising choices
    • Encrypted or one-way cryptographic hashes of values derived from personal information, such as email addresses

    Cookies help enable key advertising functions while supporting privacy choices and legal compliance.

  2. Web storage

    Web storage is a technology that allows information to be stored in your browser, similar to cookies. We use it to support the delivery, measurement, and improvement of advertising. The types of information stored are the same as those stored in cookies.

  3. Advertising identifiers

    Advertising identifiers uniquely identify your mobile devices and connected TVs. They are used to provide and measure personalised ads.

    Examples of advertising identifiers include:

    • Advertising identifiers on Android devices
    • Identifier for advertisers (IDFA) on iOS devices
    • Microsoft's advertising identifiers on devices running Windows

  4. Tracking pixels and URL parameters

    Tracking pixels and URL parameters are used to understand how ads are delivered and how people interact with them.

    Tracking pixels are tiny, invisible images that can be included in ads or loaded when an ad is shown. When activated, they can send back information about the ad interaction.

    URL parameters are pieces of information added to links in ads. They help track what happens after someone clicks on an ad—such as whether they visit an advertiser’s site or complete an action.

    These tools may collect information such as:

    • When and where an ad was displayed
    • The device or browser used to view the ad
    • The IP address, which may indicate an approximate location
    • Actions taken after engaging with the ad, like clicks or conversions
    • Identifiers that link activity to specific campaigns or sources

    This information helps measure ad performance and improve advertising delivery.

  5. Persistent identifiers

    Persistent identifiers are stable identifiers created from information that typically does not change over time, such as an email address or phone number, or hashed representations of email addresses and phone numbers. These identifiers are generated using secure methods like hashing, which converts the original information into a pseudonymous identifier which can not easily be linked back to the original information.

    These identifiers may be used to:

    • Help deliver more relevant ads
    • Link ad interactions across different browsers or devices
    • Support campaign measurement and attribution

    For example, a hashed email address provided by an advertiser may be used to recognise users across different environments, without revealing the original email address.

    These identifiers are used in compliance with applicable privacy laws and regulations, and we do not use them to directly identify you. They are designed to provide a balance between respecting your privacy and supporting the functionality of our services, including advertising.

  6. IP addresses

    An IP address is a numerical label assigned to a device when it connects to the internet. In digital advertising, IP addresses can be used for several important functions.

    This may include:

    • Detecting and preventing fraudulent activity within advertising systems
    • Estimating a general location to help select relevant ads
    • Applying frequency capping to limit how often the same ad is shown
    • Supporting household-level ad targeting

    Although IP addresses do not directly identify individuals, they may be treated as personal data under applicable privacy laws.

2. Why we use cookies and similar technologies

 

If we have your consent, we use cookies and similar technologies on third-party sites and apps to:

  • provide personalised advertising,
  • improve personalised advertising profiles,
  • measure your interaction with the ads we show, and
  • to protect against spam and abuse

You can withdraw your consent at any time using the controls provided to by the third party sites and apps that you are using.

When our digital advertising services are used on third-party websites and apps, those sites and apps are responsible for obtaining your consent and providing you with controls over the use of cookies and similar technologies. In addition, your browser settings allow you to manage how cookies are stored and accessed on your device.

Click on + on the right to learn more.

  1. Using the controls provided to you by the third-party sites and apps you are using

    The third-party sites and apps that integrate our digital advertising services should present you with privacy controls, such as a consent management platform (CMP), that enable you to manage how cookies and similar technologies are used for advertising and measurement purposes.

    We rely on the consent signals provided by the site or app you are using to determine whether we can use cookies and similar technologies. These consent signals may be passed to us via mechanisms such as the IAB Europe Transparency & Consent Framework or other equivalent consent frameworks.

    To manage your preferences or withdraw your consent, please use the controls made available by the site or app you are visiting. For more detailed information, please refer to that site’s or app’s privacy or cookie policy.

  2. Using the controls provided by your device or browser

    Your browser and device offer settings that allow you to manage cookies and other tracking technologies. These settings may help limit some tracking, but they may not block all technologies, such as tracking pixels, URL parameters, persistent identifiers, or IP addresses. For more comprehensive control, we recommend using the privacy controls provided on the site or app you are visiting.

    On mobile devices – phones and tablets

    Your mobile device’s operating system may allow you to control how your device’s advertising identifiers are used for personalised advertising:

    • iOS 16 and above: Go to Settings > Privacy & Security > Tracking > Allow Apps to Request to Track
    • Android devices: Go to Settings > Google services > Ads > Opt out of Ads Personalisation

    Please consult your device manufacturer’s support documentation for the latest guidance.

     
    On your laptop or desktop

    You can configure your browser to manage cookie usage:

     
    Clearing browser cookies or history

    Clearing your browser’s cookies and cache removes our cookies, but:

    • it will not stop tracking methods that do not rely on storing data on your device.
    • it does not prevent cookies from being set again in future visits.

    Use the site or app’s privacy controls to make persistent privacy choices.

     
    Using ad and cookie blockers

    Blocking cookies via browser settings, extensions, or plug-ins may interfere with how your privacy choices are stored and remembered:

    • Many websites store consent preferences in cookies.
    • If cookies are blocked or cleared, your preferences may be lost and need to be set again.
     
    Smart or connected devices

    Smart TVs and other connected devices may have their own privacy settings:

    • Where supported, use the device settings to manage advertising preferences.
    • If no settings are available or compatible with our technologies, we rely on the choices made via the privacy controls on the site or app you are using—if we can associate those choices with your device.

4. Cookie information

The following table lists the cookies that we use on third parties sites and apps which use our digital advertising services.

The retention period for each cookie is listed in the table below. These durations reflect the maximum lifetime of the cookie, but please note that the expiry period may be refreshed when you visit a site or app that uses our digital advertising services. For example, if a cookie has a retention period of 13 months, that 13-month period may restart on each new visit where valid consent has been provided.

Name

Domain(s)

Purpose(s)

Expiry

A3

*.adap.tv, *.advertising.com, *.oath.com, *.yahoo.com

Used to show you personalised ads, build a profile of your interests, deliver ads more effectively, and understand how ads perform.

Up to 13 months

migrated2y

*.adap.tv, *.advertising.com, *.oath.com, *.yahoo.com

Used to show you personalised ads, build a profile of your interests, deliver ads more effectively, and understand how ads perform.

Up to 25 months

optout

*.adap.tv, *.advertising.com, *.oath.com, *.yahoo.com

Used to show you personalised ads, build a profile of your interests, deliver ads more effectively, and understand how ads perform.

Up to 25 months

rtbdata0

*.adap.tv, *.advertising.com, *.oath.com, *.yahoo.com

Used to show you personalised ads, build a profile of your interests, deliver ads more effectively, and understand how ads perform.

Up to 25 months

unique_ad_source_impression

*.adap.tv, *.advertising.com, *.oath.com, *.yahoo.com

Used to show you personalised ads, build a profile of your interests, deliver ads more effectively, and understand how ads perform.

Up to 1 months

token_adaptv_advertising_com

*.adap.tv, *.advertising.com, *.oath.com, *.yahoo.com

Used to show you personalised ads, build a profile of your interests, deliver ads more effectively, and understand how ads perform.

Up to 25 months

adaptv_unique_user_cookie

*.adap.tv, *.advertising.com, *.oath.com, *.yahoo.com

Used to show you personalised ads, build a profile of your interests, deliver ads more effectively, and understand how ads perform.

Up to 13 months

adaptv_unique_user_id

*.adap.tv, *.advertising.com, *.oath.com, *.yahoo.com

Used to show you personalised ads, build a profile of your interests, deliver ads more effectively, and understand how ads perform.

Up to 13 months

IDSYNC

*.adap.tv, *.advertising.com, *.oath.com, *.yahoo.com

Used to show you personalised ads, build a profile of your interests, deliver ads more effectively, and understand how ads perform.

Up to 13 months

_vm_datax_pixels

*.adap.tv, *.advertising.com, *.oath.com, *.yahoo.com

Used to show you personalised ads, build a profile of your interests, deliver ads more effectively, and understand how ads perform.

 

TEARSHEET

*.adap.tv, *.advertising.com, *.oath.com, *.yahoo.com

Used to show you personalised ads, build a profile of your interests, deliver ads more effectively, and understand how ads perform.

Up to 30 minutes/p>

vmcid

*

Used to show you personalised ads, build a profile of your interests, deliver ads more effectively, and understand how ads perform.

 

vmuuid

*

Used to show you personalised ads, build a profile of your interests, deliver ads more effectively, and understand how ads perform.

 

sp-pause-until'

*.adap.tv, *.advertising.com, *.oath.com, *.yahoo.com

Used to show you personalised ads, build a profile of your interests, deliver ads more effectively, and understand how ads perform.

 

uids

*.yahoo.com

Used to show you personalised ads, build a profile of your interests, deliver ads more effectively, and understand how ads perform.

Up to 13 months

tblci

*

Used to show you personalised ads, build a profile of your interests, deliver ads more effectively, and understand how ads perform.

Up to 7 days

5. Contact us with any questions

If you have any questions about this cookie policy or how we process your personal information, or if you want to exercise any of your rights under data-protection law, you can get in touch with us using our online privacy form.

You can also write to us at:

The Privacy Team
Yahoo International Limited
The EXO Building
North Wall Quay
Dublin 1
D01 W5Y2
Ireland

If you want to contact our Data Protection Officer, you can email dpo-contact@yahooinc.com or write to:

The Data Protection Officer
Yahoo International Limited
The EXO Building
North Wall Quay
Dublin 1
D01 W5Y2
Ireland

UK residents can also contact our UK GDPR representative by emailing YahooUKGDPRrepresentative@mhcldn.com or writing to:

MHC U.K. GDPR Representative
Mason Hayes & Curran LLP
1 Cornhill, London
EC3V 3ND
United Kingdom