By: E&P Staff People who use Yahoo may soon be able to turn off targeted advertising, as the Internet giant responds to congressional pressure regarding privacy.
According to the Washington Post's Peter Whoriskey, the Sunnyvale, Calif.-based company is set to make the announcement today just a week after a congressional committee requested that Yahoo and other Internet companies reveal more information about how they capture people's online habits.
The move comes as Yahoo rolls out its new AMP advertising platform designed around behavioral targeting. AMP is one of the important keystones of the newspaper consortium, where some 750 newspapers have the opportunity to take advantage of the technology.
Whoriskey reports that scant few Internet users actually opt out of customized advertising. Yahoo already allows this with third-party advertising and with only 1% of users actually opting out.
Yahoo Vice President Srinija Srinivasan told Whoriskey: "Congress has clearly reflected a keen interest in just these kinds of choices. We want to make sure that we can help them understand the extent of these choices."
Microsoft allows users to opt out of customized ads but continues to collect information, Whoriskey reported.
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