Yahoo has announced that it's letting mobile users opt out of its 'interest-based advertising'.
The company already lets people opt out of its targeted ads when using their PCs, and carries over these preferences when they access Yahoo sites from their handsets too.
However, what's new is the ability to opt out from the mobile device itself.
"We believe we are among the first of our major competitors to offer an opt-out choice of this kind directly from a mobile device," writes Yahoo policy director Deepti Rohatgi in a post announcing the move on the company's Policy Blog.
Personalised advertising is regularly hailed as one of the key advantages offered by mobile platforms, but the privacy issue is becoming high-profile as mobile users become more savvy.
"We want to maintain the trust we have built by giving our users more control and choice about how they share info with friends and customise their experience on Yahoo mobile properties," writes Rohatgi.
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