Facebook and Google loyalists: Time to dust off your old Yahoo ID.

Yahoo plans to end the ability for users to sign in to the company’s various Web properties using Facebook or Google login credentials.

That means that in the future, in order to access Yahoo-owned and operated sites, you’ll have to do it by signing in via a Yahoo login. The first site to end such support for Facebook and Twitter logins will be one of Yahoo’s fantasy sports properties, Yahoo Sports Tourney Pick’em.

“Yahoo is continually working on improving the user experience, which includes our sign-in process for Yahoo Sports Tourney Pick’Em,” a Yahoo spokesperson told Re/code. “This new process, which now asks users to sign in with a Yahoo username, will allow us to offer the best personalized experience to everyone.”

The move, which was first reported by Reuters’ Alexei Oreskovic, reverses a change made in 2011 under then-CEO Carol Bartz, when the company first began to allow users to sign in to sites like its fantasy sports verticals, as well as photo-sharing site Flickr, using third-party credentials. The idea at the time was to use the massive popularity of Yahoo competitors in order to make it easier for people to sign in to Yahoo sites, thereby hopefully driving more traffic to the ailing company.

This new, Yahoo-only tack, however, is directly in line with a message that Marissa Mayer has delivered since she first stepped into the CEO seat: A more personalized Yahoo will make for a better user experience across all of its various sites.

That is to say, the more Yahoo can understand about you and your activity, the better types of content — and advertising — the company can serve you over time.

That may hurt the company initially. Part of Bartz’s strategy of enabling Facebook and Google logins made for a more porous pathway to Yahoo properties. Not everyone will like the eventual switch, and there will probably be some initial drop-off.

Still, I imagine the grand plan is to make Yahoo “cool enough” that people will actually want to use a Yahoo ID consistently. We’ll see how that one goes.

While Sports Tourney Pick’em was the first site to implement the change this week, there’s no timeline for how long it will be before all other Yahoo properties make the switch.




6 comments
jazzncatz
jazzncatz

Yahoo will never be cool enough, much less cool in any way. I think I will continue to let my Yahoo ID collect dust. Maybe when Mayer is no longer at the helm I will return as a Yahoo user.  Do new users know Yahoo now requires a phone number when requesting an account? No thanks. Next thing you know they will start bombarding your phone with spam texts. I don't trust them. Period.

bobsulli
bobsulli

They want to improve the user experience, but are making it harder to (start) to do business with them.

It was easier to use an existing Facebook or Google account to sign in than go through the bother of creating a Yahoo account. Now, they're taking that option away. 

It was possible to get a username you really wanted to have if it was already claimed on yahoo.com when they offered the ymail.com and rocketmail.com domains, but those options were taken away.

znmeb
znmeb

I gave up on Yahoo a long time ago. I probably still have an account there but I'll have to go delete it now.

Gee Deezy
Gee Deezy

I have time and money invested in my work on Yahoo's properties.  I am not going to give up on that just because of a minor login issue.

Steven
Steven

Wow, seems like whenever Mayer's Yahoo isn't plopping cash on other companies, it's plopping poops on them.