The notice states that AWS deploys cookies, web beacons, pixel tags, and other tracking technologies on its websites to collect browsing behavior, preference, and interaction data, which may be used for targeted advertising and advertising effectiveness measurement.
This analysis describes what AWS'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 that the AWS website engages in behavioral tracking for advertising purposes, including the use of pixel tags and web beacons in addition to cookies. This is operationally distinct from functional or analytical cookies and has specific consent implications under GDPR's ePrivacy requirements and CCPA's cross-context behavioral advertising provisions.
Interpretive note: The specific consent mechanism and technical implementation of opt-out controls for tracking technologies are not described in sufficient detail in the available document text to confirm full compliance with ePrivacy and CPRA requirements.
Under this provision, users of the AWS website are subject to tracking via cookies, web beacons, and pixel tags for targeted advertising purposes. The notice indicates that preferences regarding this tracking can be managed through controls available on the website, though the specific mechanism is not described in detail in the notice text.
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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...
src="https://trc.taboola.com/1142432/trc/3/json" ... src="https://www.googletagmanager.com/gtag/js?id=DC-15299257" ... src="https://tr.snapchat.com/config/com/af90c7f8-bd28-4988-b1ce-1711aad792f4.js" ... src="https://tr.snapchat.com/config/com/8fbe1595-8c5a-46b1-bbb2-66f3d57debde.js" ... src="https:...
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"We use cookies, web beacons, pixel tags, and other tracking technologies on our websites to collect information about your browsing behavior, preferences, and interactions with our content. This information may be used to deliver targeted advertising and to measure the effectiveness of advertising campaigns.— Excerpt from AWS's AWS Privacy Notice
1. REGULATORY LANDSCAPE: The EU ePrivacy Directive requires informed consent prior to placement of non-essential cookies; this requirement is enforced by national data protection authorities and interacts with GDPR consent standards. CCPA's definition of 'sharing' personal information for cross-context behavioral advertising is directly implicated by pixel and web beacon tracking. The FTC has published guidance on online behavioral advertising that is relevant to the practices described. 2. GOVERNANCE EXPOSURE: Medium. The deployment of pixel tags and web beacons in addition to cookies extends the tracking surface beyond what many users associate with standard cookie consent. Compliance exposure arises if consent banners do not adequately disclose these technologies or if opt-out mechanisms do not function technically to prevent all described tracking. 3. JURISDICTION FLAGS: EU/EEA residents require explicit, informed, prior consent for non-essential tracking technologies under the ePrivacy Directive and GDPR. California residents have the right to opt out of sharing for cross-context behavioral advertising under CPRA. UK residents are subject to the UK's Privacy and Electronic Communications Regulations. 4. CONTRACT AND VENDOR IMPLICATIONS: Enterprise customers embedding AWS widgets or using AWS tracking pixels on their own properties should assess whether this provision creates a joint controller relationship with AWS and whether their own privacy notices adequately disclose AWS's tracking activities. 5. COMPLIANCE CONSIDERATIONS: Compliance teams should audit whether the AWS website's consent management platform captures granular consent for all listed tracking technologies and whether the technical implementation of opt-out requests prevents data collection by named advertising partners such as Google and Adobe in addition to first-party AWS tracking.
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This provision establishes that the AWS website engages in behavioral tracking for advertising purposes, including the use of pixel tags and web beacons in addition to cookies. This is operationally distinct from functional or analytical cookies and has specific consent implications under GDPR's ePrivacy requirements and CCPA's cross-context behavioral advertising provisions.
Under this provision, users of the AWS website are subject to tracking via cookies, web beacons, and pixel tags for targeted advertising purposes. The notice indicates that preferences regarding this tracking can be managed through controls available on the website, though the specific mechanism is not described in detail in the notice text.
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