Yahoo allows users to set ad interest levels

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Sunnyvale, Calif.—As government agencies continue to examine behavioral advertising issues, with an eye toward possibly regulating Internet data-collection practices, Yahoo has released a new tool that allows Web users to have more control over the ads they see.

Yahoo's Ad Interest Manager allows users to see a summary of their behavior on the Internet and to determine which ads they want to see. The site also provides viewers with “educated guesses” about specific interest categories, along with the option of turning off any monitoring of these interests. Users also can turn off Yahoo's interest-based ads completely.

Yahoo's move follows last week's launch of the Interactive Advertising Bureau's “Privacy Matters” public service announcement campaign, designed to lessen consumer worries over behaviorally targeted ads.

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