There were so many changes made in Yahoo after the arrival of Marissa Mayer, who one time or another some controversial measure would show up, right? Right: to Reuters, a spokesman relented that soon, Yahoo services do not allow more login with Facebook and accounts Google.
The decision means that if you’re used to your Facebook profile or your Google account to get into services like Yahoo Answers and Flickr, soon will have to create a Yahoo ID or dig out that old email @ yahoo.com to continue to have access to these channels.
The announcement is nothing so radical, but caught everyone by surprise. Yahoo has integrated its tools to rival companies authentication APIs from 2010 in order to maintain or even gain traffic: facilitating the life of the user with the login, it tends to become more open to the company’s services.
But if the idea is good, why Yahoo abdicated her? The answer given by the company is vague – “the new process will allow us to offer the best personalized experience for all” – and therefore gives rise to a number of assumptions.
The first is that Yahoo may have given up this system have not felt positive impact on the number of users. The second is that the company may be willing to have greater control over their traffic to more consistent numbers for advertising contracts. Finally, Marissa Mayer and the gang may even be planning a more personalized experience.
This is exactly what the mentioned competitors are doing. If two people seek exactly the same term in Google, for example, the results will likely be different because of the customization criteria obtained with analysis habits.
But, to offer personalized features, you must have the maximum possible information about the user. At this point, it is possible that the authentication via Facebook and Google is not giving access to sufficient data, prompting Yahoo to cut the problem in the bud.
Assumptions aside, the fact is that Yahoo will cut the login options via third-party APIs in a gradual way. The first service to be affected is the Yahoo! Sports Tourney Pick’em. Flickr and others will come as a result, although the company has not specified deadlines.