Yahoo’s DNT solution has been in development since last year and is implemented in-line with Digital Advertising Alliance’s (DAA) principles which provide guidelines for the appropriate use of online behavioral advertising (also called “interest-based” advertising) and multi-site data – AND – our proposal to the World Wide Web Consortium (W3C), the international standards body that manages many of the technical elements of the Internet. Of course, we will continue to follow further DNT-related developments in the U.S., Europe, and elsewhere very closely.

How does it work?
If you’re using a more recent web browser you may have an option to set a DNT preference (location varies by browser). If you activate this feature, the DNT signal is sent to our servers when you view websites where Yahoo! collects data. When our servers receive the DNT signal, this activates our existing opt-out process. With DNT turned on, Yahoo! will no longer score your activities for advertising or content interests and no longer personalize your ads and content based on those interest scores.

Yahoo! is deeply committed to innovation and bringing world class experiences to our users. To do this, Yahoo! will continue to collect information for purposes such as fraud and security, financial reporting, and to improve our products for your benefit. It’s important to note that you will continue to see ads — but without the advantage of being personalized to your ad interests.

NOTE: Curious to learn what we believe your ad interests are? Please check out Ad Interest Manager to view and manage your ad interests or opt-out.

When will the rollout be completed?
We’ve already begun the implementation process and will continue the rollout to our systems around the globe with completion targeted for early summer. Several of our advertising platforms (Right Media and interclick) and properties already support the DNT standard – with more adding support every week. Once you come into contact with a system that supports DNT, your opt-out will be set and apply to your interactions with Yahoo! going forward.

The Yahoo! Privacy Team is proud of our history in providing enhanced transparency through the AdChoices Icon program and now providing enhanced control through Do Not Track (and Ad Interest Manager). We’d like to thank our product and engineering teams for their efforts to make DNT a reality for users and to our executive team for supporting us along the way.

Shane Wiley
VP, Privacy & Data Governance
Yahoo!

Editor’s Note: Visit the Yahoo! Policy Blog for more information. 

Let’s focus on self-regulation for a moment. Industry has made incredible strides in just a few years – implementing a code to give users contextual notice and controls over online behavioral advertising. This effort requires advertisers, publishers, ad networks and many other players to take responsibility and to accept a role in presenting consumers with an Ad Choices icon which, when clicked, tells them more about what is going on behind the scenes in ad delivery and gives them an opportunity to opt out of the use of their data for this kind of customized advertising. With a single click, the opt-out can apply to the vast majority of systems serving such ads today. No more need to opt out from every website individually or ad serving entity. This is a huge improvement for consumers uncomfortable with this practice. These icons are now nearly ubiquitous across the web, and certainly across Yahoo.com.

But industry players did not stop there. We have clearly and demonstrably answered the call from policymakers to bring more certainty to an understanding of the use of Do Not Track technology while providing consumers the services and innovation they expect and demand.

The Digital Advertising Alliance has introduced a new code on the collection and use of Multisite Data which addresses these issues. This code has strict prohibitions on the collection, use or transfer of such data to determine adverse terms or ineligibility for employment, credit, housing or insurance. It further touches on sensitive data including the personal information of children, health records, and financial account records. It acknowledges there are some operational or systems management purposes for which companies will always need to collect data like fraud prevention, billing, or consumer safety. Yahoo! is proud to have been a key advocate for many of the provisions of this new code. Once again, industry’s proactive efforts on privacy have raised the bar.

As industry moves forward to address new issues in the marketplace through codes of practice, consumers benefit from timely implementation of broad-based changes that can be readily enforced by the FTC. We are gratified to see Administration and FTC statements embracing these self-regulatory efforts as an important step in protecting consumers’ privacy online, which signals that we are on the right track. While there is a lot to be worked out and the devil is always in the details, we appreciate the work they’ve done and the recognition that self-regulation has been working.

We understand the online landscape is constantly evolving. As an innovator in the online space, Yahoo! will continue to be at the forefront of industry best practices and self-regulatory initiatives. It is the best and quickest way to introduce protections into the marketplace without sacrificing innovation and value creation for consumers. We commend the Administration for its understanding that such codes are a key ingredient in a successful privacy framework for the information age. Yahoo! will continue to be at the very front of efforts to give consumers the transparency and choices they want while continuing to create innovative, free products every day.

Leslie Dunlap,
VP, Privacy, Policy and Trust at Yahoo!

Photo: Available from The White House via FLICKR: http://www.flickr.com/photos/whitehouse/4346383741/in/photostream

At Yahoo! we have always taken privacy very seriously. Privacy is a core element in building our users’ trust, which is in turn core to us. We build our world-class products with privacy and trust in mind, and in order to succeed we strongly believe that the very first targets of education and awareness should be within the very inside of our company. This is why on February 1st the Yahoo! Miami office will host an invitation-only discussion on the latest global and regional developments in privacy. We will share perspective on how Yahoo! has maintained the hard earned role as a leader in building and maintaining user trust, how Yahoo! innovates with privacy in mind to give users transparency and choice in their online experiences, and what the landscape looks like for the online industry, as well as an overview of legislation affecting user privacy especially those affecting Latin America. There will be a Q&A session and the event will be videotaped – all in Spanish – for audiences unable to attend.

Laura Juanes
Director, international privacy for Yahoo!

Even with our efforts and those of others to create a safe environment online, there has been a recent rise in cyberbulling and sexting. Yesterday, Officer Holly Lawrence of the Sunnyvale Department of Public Safety and the Yahoo! Trust & Safety team took action and held a training session on our very own Sunnyvale campus for over 50 School Resource Officers representing 15 cities across the state… more than 30 others expressed interest in coming as well. Today’s training marks the official launch of the School Resource Officer Digital Safety Education Program. These officers were trained on both proactive and reactive courses designed specifically for teenagers and their parents.

Teens face a lot of challenges with the fast paced, always connected digital world they live in. We try to guide them towards using these amazing tools we have to build a positive digital reputation. We hope our program helps empower parents to understand and get involved in the sites and tools used so they can maintain an ongoing conversation about staying safe online.

For more information on Yahoo!’s longstanding partnership with the Sunnyvale Department of Public Safety and online safety recommendations, please visit Yahoo! Safely.

Have you ever wondered how online hackers gain access to your personal information?  What if I told you that in many cases it was YOU who provided them with the information they need to gain access to the data you value most?  It’s true, but a free tool called the “sign-in seal” is one way to avoid becoming victim to piracy.

What’s a sign-in seal and why do you need one?  Great questions!

A sign-in seal is a secret message or image that you select to help protect your account from fraud such as password phishing. When you create a sign-in seal for your computer, you can be sure you’re on a legitimate Yahoo! site each time you use your computer to log in to your Yahoo! account. You’ll see the text or image you set up on your computer. If it’s not there, you might have landed on a “spoofed” site.

The sign-in seal you designated is only saved on the computer you created it on – therefore if you log in using a different computer, you will not see the sign-in seal. If you use more than one computer or browser, you can choose to create a sign-in seal for each.  If you don’t see your sign-in seal on the sign-in page, the webpage you’ve opened is likely a fake Yahoo! page. If this happens, you should report the incident to Yahoo! customer care immediately!

Another important tip: do NOT create a sign-in seal on a computer you share with strangers such as those in libraries, Internet cafes, and other public hot spots.

For more information on online safety, please visit: http://security.yahoo.com
Have a wonderful day!

Jeff Russakow
EVP of Customer Advocacy
Yahoo! Inc.

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.

In my remarks today (which you can find here – PDF), I conveyed Yahoo!’s long leadership on privacy matters and shared our comprehensive approach to this issue. We believe the best approach to user privacy is one that provides people with plenty of transparency, gives them a chance to opt-out of things they don’t want, and educates them about their choices, while also putting limits on how much information we hold and how long we it.

Last December we announced an industry-leading data retention policy, which the New York Times described as “…an encouraging development for the cause of Internet privacy.” We now hold your data in identifiable form for just 90 days (with some limited exceptions) — the shortest duration in the industry. And we apply it to the widest array of data, far outpacing our competitors.

Most people recognize and accept that online advertising fuels the largely free Internet economy. Their only caveat often is that if they do have advertising, they want to see ads that are relevant to their needs and interests — and I often hear from them when it’s not. We want every page on Yahoo! to be relevant and compelling both in terms of content and advertising. This marriage provides the best possible user experience and it is what Yahoo! is all about.

But we understand that not all users share the same views, so Yahoo! makes an opt out available. For most online advertising, we believe a good opt out paired with responsible data retention policies is the right default setting. It offers meaningful privacy protections while providing the best possible user experience. A good opt out needs to be prominent, readily accessible, clearly conveyed, and have options for persistency. Yahoo! has been working to ensure that our opt out is exactly that. Head to our Privacy Center for more on how to manage your preferences.

Privacy is at the core of our trusted relationship with more than 500 million users around the globe. In my more than 11 years of overseeing our policy decisions, I’ve learned that advances in consumer protection are most often driven by the industry and we hope that Congress will consider an approach that allows us to continue keeping pace with not only technology advances, but also your demands and expectations.

Anne Toth
VP Policy, Head of Privacy

Photo from kimberlyfaye

Much of the data we use is information about our users’ online interests. The collection and use of that personal data demand that we take great care in managing and storing it. At Yahoo!, we feel a great responsibility to protect your privacy — we hold your trust sacred and work hard to earn it.

Today, we take another important step in our long record of privacy leadership. Last year, we committed to anonymizing the data we collect about your searches after 13 months. We are now reducing our retention time to 90 days with limited exceptions for fraud, security, and legal obligations. We’re also expanding our commitment to include data on page views, page clicks, ad views, and ad clicks.

What this means is that our content and advertising customization will remain cutting-edge and relevant to your interests — but the data we use to provide those services will only be kept for as long as we really need it.

How did we figure out “how long we really need it”? Led by my colleague Shane Wiley, the Insights Strategy Team worked with our business, product, and engineering teams around the globe to achieve the following goals:

• Meet the need for high quality consumer experience;
• Preserve the effectiveness of our advertising model and cutting-edge capabilities;
• Protect our users by fighting fraud and security threats; and
• Meet our legal obligations.

The result? We are setting a new industry benchmark by lowering the length of time we store non-anonymous data. Our new policy enables Yahoo! to continue providing the cutting-edge technologies and solutions advertisers and publishers expect while respecting your privacy.

Anne Toth
VP of Policy and Head of Privacy

That’s one scenario that demonstrates how valuable online advertising can be when it’s customized to your personal interests. It’s the kind of relevant advertising that saves you time and money – travel discounts, coupons, retailer sales, etc.

But we know that kind of customized advertising isn’t everyone’s cup of tea (or bowl of curry).

That’s why we’re introducing a new privacy choice, giving you greater choice in how you manage your privacy online by letting you opt-out of customized advertising on Yahoo.com

We announced that new capability today in a letter to Congressman John Dingell (D – Mich.), the Chairman of the House Energy and Commerce Committee that recently sent an inquiry to 33 companies about ad customization. You can read the full letter here. This new choice has been in the works for some time now, but we chose to move up our announcement so that we could share this information with Congress today.

It won’t take effect until the end of the month but you can opt out today by clicking on the “Privacy Policy” link at the bottom of virtually every page on the Yahoo.com network and look for the “Opt-Out” link in the sidebar.

Since most of Yahoo! is free, we know there’s not much preventing you from up and leaving us at any time. That’s why we work hard to earn your trust. And we think that comes with offering transparency and choice about the options available to you.

Anne Toth
Head of Privacy & VP – Policy