Yahoo, Inc. says it will soon stop letting users access its online services by signing in with their Facebook or Google logins. Instead, users will have to register for a Yahoo ID if they want access to services like Fantasy Sports and the photo-sharing site Flickr.
The change will be rolled out gradually, according to a Yahoo spokesperson.
The move marks the latest change to Yahoo by CEO Marissa Mayer, a former Google executive who is trying to spark renewed interest in the company's Web products and revive its stagnant revenue.
In the past year, Yahoo purchased the popular blogging platform, Tumblr, and rolled out new versions of key products, including Yahoo Mail and Yahoo Finance. It also updated its logo.
"Yahoo is continually working on improving the user experience," the company said in a statement, adding that the new process "will allow us to offer the best personalized experience to everyone."
The first Yahoo service to require the new Yahoo ID login is Yahoo Sports Tourney Pick'Em, which is focused on the NCAA college basketball tournament that begins later this month. The company's change to its sign-in process was first reported by technology blog Betanews.
"In March, Yahoo Fantasy will begin asking everyone to sign in with a Yahoo username to access their teams, rosters, brackets and more. Eventually Facebook and Google sign-in options will be removed," said Yahoo, according to Betanews.
Stressing benefits, such as a streamlined sign-in experience, a single account and password for all Yahoo products, and faster customer support, Yahoo is reversing a strategy adopted by former CEO Carol Bartz in 2010.
The change to the fantasy sports site began on Monday, but users can still access Yahoo's other services with Google or Facebook logins.
The sign-in buttons for Facebook and Google will eventually be removed from all Yahoo properties, the Yahoo spokesperson added, but declined to provide a timeframe.