This is a wholly expected action and I applaud Yahoo for being proactive. As you know, we at 5o9 have been preaching (and practicing) this approach for several years. So many of these sites are a lawsuit away from destroying their ad based revenue because mobile user meta data is considered so valuable that they veil its collection and handling to protect revenue opportunities. Why not simply let the user choose with whom to share their data and for what purpose? If you know who the user is, where they are and their device capabilities on each and every Web transaction, these companies would not need to hold any sensitive data for longer than the Web transaction, itself – and they could deliver highly targeted ads and personalized content. The first one to move in this direction will surely get my business, along with all my friends & business associates.