Yahoo launches AdChoices online advertisement platform

Yahoo has put a new transparent advertising platform on trial, in Europe, that would besides letting consumers decide the type of ads they want to see, would also give information on the advertisers and the reasons why the user was targeted.

According to the company, its AdChoices online advertisement platform would come with certain key factors like transparency, interaction, relevancy, and information that would differentiate it from rival advertisement platforms.

The company said consumers would get to see who was behind a particular advertisement and why it was chosen particularly for that user, by clicking on an interactive icon that would be displayed with the ad.

According to Justin Weiss, international privacy director at Yahoo, the idea of a visual symbol in and around every ad the company showed was to remind users that their information was being used and to give them a portal, a pathway, into what data was being used and the controls they had over them.