Yahoo gives users behavioral marketing insight, control

Not too dissimilar to Google's Ads Preferences, Yahoo's new Ad Interest Manager service gives users control over the ads they see. The new tool shows users what interests Yahoo thinks they have and lets them edit and change them according to whether they are interested in receiving ads on that topic.

Users are also given the option to turn off interest-based ads completely, but either way Yahoo is adding clarity and control to behavioral marketing. This can only result in a more engaged and targeted audience for advertisers while consumers are given the awareness and tools needed to take charge of their privacy.

"Yahoo! has long provided its users with products and services for free, thanks to a business model based almost entirely on advertising, and we've found that consumers are more likely to click on advertising that speaks directly to them and their interests," said Yahoo Vice President and General Manager of Display Advertising, David Zinman.

"With the introduction of Ad Interest Manager, users can not only get a better understanding of how the process works, but they can also communicate better with Yahoo! and our advertisers about what most interests them."

Tags: Ad Interest Manager, behavioral marketing, online advertising, Yahoo