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Yahoo users will no longer access their accounts using Google and Facebook credentials.

Yahoo sites; Fantasy Sports, photo sharing site flickr will no longer be accessed by individuals using Facebook or Google log-in credentials instead users must have Yahoo ID.

The change is a move to reinvigorate Yahoo which was once the web’s advertising leader before now rivals Google and Facebook.

According to the company, Yahoo is continually working on improving the user experience, saying the new process will allow them to offer the best personalized experience to everyone.” The social media’s Chief Executive Officer Marrissa Mayer is currently striving to spark fresh interest in the company’s web products and to retrieve its stagnant revenue.

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By denying data to its rivals, Yahoo will gather more sophisticated user data power targets considering that as the main thing that makes ads on yahoo properties valuable.

Yahoo had earlier announced a program to recycle inactive Yahoo user IDs late last year letting new users claim email addresses that have not been used for more than 12 months. The company is plans on rolling out new offers, apps, sites acquisitions and improvements on existing products this year.

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