Yahoo! consumers are now get permission to opt out of the company's targeted, behavioral advertising system on both Yahoo! properties and third-party websites that use the company's advertising network.

The company said - "The advertising model has made Internet content and services available to millions of people in the United States and around the world -for free".

Anne Toth, Yahoo's head of privacy and vice president for policy, said, "Yahoo understands the trust of our users is our greatest asset, so we strive to create the most trusted, compelling online experience."

According to Toth - "Yahoo strongly believes that consumers want choice when customizing their online experience and they have also demonstrated a strong preference for advertising that is more personally relevant to them. However, we understand that there are some users who prefer not to receive customized advertising and this opt-out will offer them even greater choice." As users already have the ability of opting out of "customized" ads on Yahoo.com and this new option will extend that choice to reflect websites outside the Yahoo! stable.