The policy discloses that Amplitude uses cookies, pixel tags, web beacons, and similar technologies to collect IP addresses, browser type, operating system, referring URLs, pages visited, and visit timestamps on its website for analytics, advertising, and personalization purposes.
This analysis describes what Amplitude's agreement states, permits, or reserves. It does not constitute a legal determination about enforceability. Regulatory applicability and practical outcomes may vary by jurisdiction, enforcement context, and individual circumstances. Read our methodology
This provision establishes the technical mechanisms through which Amplitude collects behavioral and device data from website visitors and authorizes their use for advertising and personalization, which engages cookie consent requirements under EU and UK law and opt-out rights under CCPA/CPRA.
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View full change record →Under this clause, Amplitude collects device identifiers, IP addresses, browser and OS information, referring URLs, and page visit data through cookies and similar tracking technologies when individuals visit its website. EU/EEA and UK visitors may be subject to cookie consent mechanisms, and California residents may opt out of the associated data sharing for targeted advertising purposes.
How other platforms handle this
At Ledger, earning and maintaining our users' trust is a top priority. That's why we are deeply committed not only to protecting your privacy and securing your personal data, but also to being fully transparent about how we handle it.
If you are located in the European Economic Area, Switzerland, or the United Kingdom, you have the right to access, correct, or erase your personal data; the right to restrict or object to our processing of your personal data; the right to data portability; and, where our processing is based on your...
We may display advertisements on our Services and those advertisements may be targeted to your interests based on your personal information. We may share your personal information with advertising partners for interest-based advertising purposes. You may opt out of interest-based advertising by visi...
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"We use cookies, pixel tags, web beacons, and similar tracking technologies to collect information about your interactions with our website and our Services. This information may include your IP address, browser type, operating system, referring URLs, pages visited, and the date and time of your visit. We may use this information for analytics, advertising, and personalization purposes.— Excerpt from Amplitude's Amplitude Privacy Notice
REGULATORY LANDSCAPE: This provision engages the EU ePrivacy Directive (Cookie Law) and GDPR for EU/EEA visitors (requiring prior informed consent for non-essential cookies), the UK PECR for UK visitors, and CCPA/CPRA for California residents (opt-out of sale or sharing triggered by advertising cookie data). The FTC has also addressed tracking technology disclosures under its general unfair and deceptive practices authority. GOVERNANCE EXPOSURE: Medium. EU and UK law requires granular, prior consent for advertising and analytics cookies (with limited exceptions). The adequacy of Amplitude's cookie consent mechanism for EU/EEA and UK visitors should be verified, including whether consent is freely given, specific, informed, and unambiguous. California's CPRA may treat advertising cookie data sharing as a sale or share, requiring a functional opt-out mechanism. JURISDICTION FLAGS: EU/EEA and UK create the highest compliance exposure for cookie consent practices. Several EU data protection authorities have issued enforcement actions regarding cookie banners that pre-tick boxes, bundle consent, or make rejection more difficult than acceptance. Organizations deploying Amplitude's tracking code on their own websites should assess their own cookie consent obligations. CONTRACT AND VENDOR IMPLICATIONS: Organizations using Amplitude's website tracking or embedding Amplitude's SDK should review whether their own cookie notices and consent mechanisms cover Amplitude's data collection activities. The presence of advertising-linked tracking on Amplitude's own website creates a direct compliance consideration for Amplitude and an indirect one for partner organizations. COMPLIANCE CONSIDERATIONS: Compliance teams should audit the cookie consent mechanism on amplitude.com for compliance with EU ePrivacy Directive and GDPR requirements, including the ability to reject non-essential cookies as easily as accepting them. CCPA/CPRA compliance should be verified for the Do Not Sell or Share mechanism's coverage of cookie-based advertising data.
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This provision establishes the technical mechanisms through which Amplitude collects behavioral and device data from website visitors and authorizes their use for advertising and personalization, which engages cookie consent requirements under EU and UK law and opt-out rights under CCPA/CPRA.
Under this clause, Amplitude collects device identifiers, IP addresses, browser and OS information, referring URLs, and page visit data through cookies and similar tracking technologies when individuals visit its website. EU/EEA and UK visitors may be subject to cookie consent mechanisms, and California residents may opt out of the associated data sharing for targeted advertising purposes.
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