Yahoo Will Gradually Stop Allowing Users To Access Content With Google, Facebook Credentials

Internet news and content company Yahoo Inc. has decided to disallow its visitors to access content using Facebook or Google credentials.

To access content, users will have to use their Yahoo Account. The change won’t take place immediately, but the rollout is a certainty and the company will ensure that the same is done gradually and in a phased manner.

The process has already begun with Yahoo Sports Tourney Pick’Em, a service focused on the National Collegiate Athletic Association (NCAA) college basketball tournament. Though categorically declining to offer an exact time–frame, a Yahoo spokesperson did say that the sign-in buttons for Facebook and Google will eventually be removed from all Yahoo properties.

Why is Yahoo doing this? Across majority of the web–portals and online services, site–owners and content managers have accepted user authentication via account information obtained from Google, Facebook, Twitter, Disqus and other popular services. However, it is important to note that these portals merely seek user authentication. Whereas Google, Facebook and other Social Media and Search companies including Microsoft’s Bing seek user behavior, search patterns, site and content preferences to better align their services.

Yahoo too, is seeking to enhance its user customization, clarified Marissa Mayer CEO, Yahoo,

“Yahoo is continually working on improving the user experience. The new process will allow us to offer the best personalized experience to everyone”

By ensuring visitors and content consumers of Yahoo and services that it owns, the company can assuredly get access to the aforementioned information that can be used to better serve content that matches the taste and more importantly serve advertisements that match the user better.

Though Yahoo has taken a bold step in alienating Google and Facebook, it now has a much better chance of improving its services with a huge input from its users. What do you think?

Source | ToI

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