At Yahoo! we are committed to earning and maintaining our users’ trust each and every day.   That is why we are thrilled today to be announcing a new consumer tool called Ad Interest Manager,  which takes transparency in online advertising to a new level for building user trust.

Ad Interest Manager is a central place where Yahoo! visitors can see a concise summary of their online activity and make easy, constructive choices about their exposure to interest-based advertising. Ad Interest Manager is also a continuation of our ongoing commitment to helping consumers get the information they want while protecting their privacy at the same time.

At Yahoo!, we believe that ads tailored to users’ interests make online experiences more compelling and user-focused. The new tool Yahoo! is launching today will show users what interests we think they have, and also let them edit and change those interests to reflect the most up–to-date information. Importantly, users who don’t want interest-based ads can turn them off completely. With the introduction of Ad Interest Manager, users can not only get a better understanding of how interest-based advertising works, but they can also communicate better with Yahoo! and our advertisers about what most interests them.

Yahoo! Ad Interest Manager is currently online in the U.S. and will be made available to European users in the coming weeks. Planned future enhancements to the Ad Interest Manager will also let users add categories of interest that Yahoo! may have missed.

Yahoo! was one of the first companies to implement a layered Privacy Center model more than eight years ago, which provides people with a central place to understand and control their options when it comes to the use of personal data. This is coupled with an industry-leading data-retention policy which strives to ensure that Yahoo! retains data only long enough to serve our business and create the highest quality user experiences while maintaining the ability to fight fraud, secure systems, and meet legal obligations.

To read more about Ad Interest Manager, please click here.