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Privacy Center > Use of Personal Data

Use of personal data

Use of Personal Data

In order to deliver news that meet the taste of individuals and a safe shopping experience, Yahoo! JAPAN uses data to make day-to-day improvements to our services.

When using personal data

Yahoo! JAPAN uses the acquired personal data to provide Services* (including responses to customers’ inquiries, notification to customers, and anti-fraud measures conducted to provide appropriate and safe Services), to study improvements and new Services, and to investigate and analyze the usage of Services.

When a customer’s personal information is provided to a third party, Yahoo! JAPAN does so with the consent of the customer. There may be cases in which Yahoo! JAPAN provides personal data to a third party within the limits prescribed in the Privacy Policy. However, when we actually disclose the personal data, we do so after we remove personally identifiable information, such as names and addresses, as well as special care-required personal information, except as otherwise provided by laws and regulations or when we separately obtain the consent of the customer. Even in such cases, Yahoo! JAPAN provides personal data to a third party within the necessary limits after carefully assessing the impact on the customer’s privacy and comprehensively considering matters such as: a) the necessity and method of disclosure to the third party (e.g. whether to provide the data by granting limited access rights only to this third party on Yahoo! JAPAN’s system instead of granting physical access to the data, or physically providing the information itself, etc.); b) the safety management measures put in place by this third party; and c) the relationship between Yahoo! JAPAN and this third party (e.g. the relationship between the service provided by Yahoo! JAPAN and the service provided by this third party, the existence of capital ties, etc.). Furthermore, Yahoo! JAPAN takes the utmost care to prevent personal data from being used to the disadvantage of customers, such as fraud and infringement of privacy, by establishing internal regulations.

*Services, products, advertisements and contents are hereinafter collectively referred to as “Services”. However, Services include services, products, advertisements or contents towards partners and customers other than the customer him/herself.

The following are specific examples.

When using personal data

Authentication

Yahoo! JAPAN uses customers’registered information such as Yahoo! JAPAN IDs and passwords to authenticate whether the login was made by the same customer.

Authentication

Personalization

When providing Services such as contents best suited to individual customers (includes indicating or suggesting recommended products or Services), Yahoo! JAPAN analyzes information such as the customer’s area of domicile, gender, month and year of birth, and use history of Services (search key words, browsed webpages, apps used, items purchased, etc.), and uses information on the customer’s interests estimated by Yahoo! JAPAN based on its own standards. For example, Yahoo! JAPAN News analyzes users’ article browsing history and indicates articles it estimates to be of interest to them, while Yahoo! JAPAN Shopping analyzes users’ item browsing history and purchase history to indicate information on recommended items.

Personalization

Improvement of Services and study of new Services

Yahoo! JAPAN analyzes customers’ needs for Services based on information on how and where customers used Services, and uses information such as customers’ area of domicile, gender, month and year of birth, and use history of Services (search key words, browsed webpages, apps used, items purchased, etc.) to improve existing Services and study new Services.

Improvement of Services and study of new Services

Display of advertisements

In order to display appropriate advertisements that meet the needs of individual customers, Yahoo! JAPAN uses information on customer’s area of domicile, gender, month and year of birth, etc. Also, Yahoo! JAPAN analyzes customers’ use history of Services (search key words, browsed webpages, apps used, items purchased, etc.) and information provided, and uses the information on customers’ interest estimated by Yahoo! JAPAN using its own standards.

For customers’ use history of Services, Yahoo! JAPAN may use information from multiple environments (devices, apps, browsers, etc.)

For more information on behavioral targeting advertising, please refer to the following.

Display of advertisements

Autofill, etc.

The registered information of a customer is used: to automatically display customer information on the entry screen so that entry and sending of customer information necessary when purchasing products, etc. will be facilitated; to create information for sending; to transfer and register information to the provider of Services that the customer intends to use.

Autofill, etc.

Identity verification

Yahoo! JAPAN uses information such as name, birthdate, address, telephone number, bank account number, credit card number, driver’s license number, record of delivery-certified mail, etc. when a customer uses some Services that require identity verification and when Yahoo! JAPAN verifies the identity of a customer in response to an inquiry from the customer.

Identity verification

Response to inquiries

When responding to an inquiry from a customer, Yahoo! JAPAN uses the customer’s registered information as well as information on the customer’s use history of Services and inquiry history.

Furthermore, Yahoo! JAPAN may provide customers’ information or information on their use of Services to a partner if there is an inquiry regarding Services provided by the partner.

Response to inquiries

Billing

When billing our customers who used our paid services, Yahoo! JAPAN uses the names and quantities of products purchased; types, period, and frequency of services used; amount spent; and names, addresses, bank account number and credit card number of our customers (including registered information).

Billing

Notifications and delivery

Yahoo! JAPAN uses the contact information of customers such as names, addresses and e-mail addresses when sending notifications (including notifications on Services provided by Yahoo! JAPAN and partners) and products, etc.

Notifications and delivery

Provision of Services linked with location information

Yahoo! JAPAN may obtain location information of the devices used by customers for Services and use the information when providing Services.

Yahoo! JAPAN uses customers’ location information when instructing routes on Yahoo! JAPAN Car Navigation or indicating customers’ current locations on Yahoo! JAPAN MAP. Yahoo! JAPAN also uses such information in cases where the information is essential for the provision of Services, such as when providing timely information on disasters in areas where customers are currently located, as well as to enable customers to use Services more comfortably.

Apps such as Yahoo! JAPAN Disaster Alert, Yahoo! JAPAN Car Navigation, and Yahoo! JAPAN MAP, which obtain location information, compile statistics of the obtained location information to analyze the congestion of facilities and roads, and provide the information to the facilities or organizations managing the roads. Such facilities and organizations use the information for disaster prevention/reduction and congestion prevention. Yahoo! JAPAN also compiles statistics of the acquired information and analyzes them to provide statistical reports on congestions, which will be used by the local governments in their urban planning, and also provides statistical reports on visitor trends so that the tourist attractions and commercial facilities can use them for effective promotions.

For details, please refer to “Use of Location Information

Provision of Services linked with location information

Provision of useful features and optimization of advertisements through e-mail analysis

Yahoo! JAPAN uses the results of automatic analyses of e-mails sent and received through Yahoo! JAPAN Mail to provide features that enable users to use Yahoo! JAPAN Mail more conveniently or deliver advertisements and notifications that are judged to be highly related to the interests of the user.

Please see “Provision of useful features and optimization of advertisement (Japanese only)” for details.

Provision of useful features and optimization of advertisements through e-mail analysis

Measures against spams and illegal use

Yahoo! JAPAN uses customers’ registered information and their use history of Services when preventing, detecting, or investigating violations of the terms of service, criminal acts such as fraud and unauthorized access, and illegal or unjust use of Services.

Yahoo! JAPAN discloses such information to relevant organizations when we provide information to public agencies, etc. for suspicion of a customer’s violation of laws and regulations, such as selling illegal items on YAHUOKU! and Yahoo! JAPAN Shopping, or when we are requested to provide personal data in accordance with laws and regulations.

Furthermore, Yahoo! JAPAN may provide personal data to research organizations to study preventive measures against ID hijacking, etc.

Please see “Initiatives in Yahoo! JAPAN Mail (Japanese only)” for Yahoo! JAPAN’s measures against spam mails.

Measures against spams and illegal use

Improvement of communication environment

Yahoo! JAPAN uses the location information of devices used by customers and information of their communication status as basic data for improving the communication environment when customers use our Services.

Yahoo! JAPAN also provides information on location and signal strength acquired from apps that gather location information such as Yahoo! JAPAN Disaster Alert, Yahoo! JAPAN Car Navigation, and Yahoo! JAPAN MAP, to mobile network operators for the improvement of communication environments.

Improvement of communication environment

Examination and analysis of utilization

Yahoo! JAPAN uses customers’ usage history of Services to examine and analyze the number of users of Services, and the number of views and clicks of advertisements delivered by Yahoo! JAPAN and its partners.

Yahoo! JAPAN also provides various information related to services provided by Yahoo! JAPAN (e.g. product reviews in Yahoo! JAPAN Shopping, bid history in YAHUOKU!) to researchers and developers.

Examination and analysis of utilization