Yahoo has begun the gradual phase-out of letting people access certain services with their Facebook or Google logins. Now, to sign into all services, users will need a Yahoo ID.
The first service to stop allowing other login credentials was Yahoo Sports Tourney Pick'Em up; and soon services like Flickr and Fantasy Sports will also require a Yahoo ID.
"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 CNET. "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."
Yahoo CEO Marissa Mayer has made it clear that she wants to transform the company into a mobile content portal with deep personalization to drive user experience and monetization.
Since Mayer took the helm in 2012, she has refreshed Yahoo Mail and Yahoo Finance, and launched Yahoo News Digest. Just in the last year, Yahoo has acquired 30 companies, prettified several apps, launched new "magazines" for food and tech, bulked up Tumblr, and made high profile hires like anchor Katie Couric.
It's clear Yahoo wants to be in charge of its own content and services and stopping the use of Facebook and Google login credentials is one step closer in that direction.