After facing privacy pressure from US Congress, Yahoo Inc. announced that it will introduce a system to allow consumers to opt out of ads on its site that targets their web browsing propensity. The alteration, which will be effective in a few weeks, was declared in retort to an inquiry by the Internet subcommittee of the House Energy and Commerce Committee, which has investigated behavioral targeting and other online advertising practices.

 

Earlier, Yahoo had tendered the opt-out choice on ads that it runs on other websites. Now, the company has assured to extend that option to ads displayed on the pages of its own site. With this change, the consumers will be able to access the opt-out feature by visiting its privacy center. People, who will opt out of targeted ads, will see general ads instead. The change in the policy doesn’t affect other targeted ads by Yahoo.