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Yahoo! to allow UK users to block behavioural ads

LONDON - Yahoo! is planning to offer UK users the ability to opt out of being served ads by its behavioural targeting system, as well as tell it what categories they are really interested in, with the launch of Ad Interest Manager.

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The company today unveiled the system as a beta test in the US and said it would soon be made available to UK and European users.

The tool shows consumers a list of interest categories, such as 'automotive' or 'finance - insurance', and whether Yahoo's system is treating them as interested in each category or not.

The system takes into account information about the pages users have visited, ads they have seen and clicked on and searches they have made on Yahoo!

Yahoo! account holders can alter these settings and a planned enhancement to the service will allow them to add categories of interest that Yahoo! may have missed.

The launch of the tool comes three months after Yahoo! united with Google and Microsoft to stage an event in London to showcase the power of behavioural targeting to advertisers.

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