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...to a recent change in their terms of service (TOS), according to RustyBrick over at SEroundtable.

In a move that has sparked uproar in the search advertising community, the sneaky change to their TOS, now allows Yahoo! to access users accounts and undertake changes to improve the performance of the campaigns - WITHOUT the advertisers' consent.

Unauthorized changes to advertisers account is genuinely concerning, no matter what their apparent motives. Here's how the new TOS read:

"OPTIMIZATION. In the U.S. only, for those advertisers not bound by an Insertion Order, we may help you optimize your account(s). Accordingly, you expressly agree that we may also: (i) create ads, (ii) add and/or remove keywords, and/or (iii) optimize your account(s). We will notify you via email of such changes made to your account(s), and can also include a spreadsheet of such changes upon your written request. If you would like any of such changes reversed, please reply to such email within 14 days of the change(s), and we will make commercially reasonable efforts to reverse the change(s) you specifically identify. Notwithstanding the foregoing, you remain responsible for all changes made to your account(s), including all click charges incurred prior to any reversions being made. It is your responsibility to monitor your account(s) and to ensure that your account settings are consistent with your business objectives."

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