Yahoo! Inc. (NASDAQ:YHOO) released a beta version of 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 [privacy.yahoo.com...] 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 served from the Yahoo! Ad Network.
"Ads tailored to users' interests make online experiences more compelling and user-focused, and the new tool Yahoo! is launching today will provide transparency into how Yahoo!'s interest-based advertising works," said Yahoo! Vice President of Policy and Head of Privacy, Anne Toth. "Yahoo! is committed to providing consumers with increased transparency and control when they are online. Ad Interest Manager 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." Anne Toth also pointed out: "Importantly, users who don't want interest-based ads can turn them off completely."
Yahoo!'s new Ad Interest Manager tool:
Provides a central point where Yahoo! visitors can assert even greater control over their online experience.
Gives visitors an unparalleled view into the information used to deliver interest-based advertising.
Shows the visitor both Yahoo!'s educated guesses about their interests and a summary of observations, along with other information they have provided.
Provides a list of specific interest categories that Yahoo! has placed a user into and lets people turn those categories off.
Allows people who don't want to see interest-based ads to turn them off entirely.