eBay collects data about how you use its platform, including your browsing activity, searches, items viewed, and interactions, and uses this behavioral data to build a profile used for personalization and targeted advertising.
This analysis describes what eBay'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
Behavioral tracking across eBay's platform creates a detailed picture of your interests, purchasing patterns, and preferences that is used for advertising targeting, including sharing with advertising partners.
Interpretive note: The specific advertising partners and the precise scope of behavioral data shared with them are not fully detailed in the available document excerpt.
Every search, item view, bid, and interaction on eBay is potentially collected and used to build a behavioral profile that informs the ads you see both on and off eBay. Users who wish to limit this profiling may adjust cookie and tracking preferences through eBay's consent management tools.
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"We collect your personal data when you use our Services, create a new eBay account, provide us with information via a web form, add or update information in your eBay account, participate in online community discussions or otherwise interact with us.— Excerpt from eBay's eBay Privacy Notice
REGULATORY LANDSCAPE: Behavioral data collection and use for targeted advertising engages GDPR Article 6(1)(f) legitimate interests and Article 22 automated decision-making provisions for EU/EEA users, as well as the ePrivacy Directive for cookie-based tracking. CCPA/CPRA classifies certain behavioral data as sensitive personal information and grants California residents the right to limit its use for targeted advertising. The FTC's commercial surveillance guidance is relevant to the scope of behavioral data collection by large online platforms. GOVERNANCE EXPOSURE: Medium. Reliance on legitimate interests as the legal basis for behavioral profiling and targeted advertising is an area of active regulatory attention in the EU; eBay's legitimate interests assessments for these purposes should be documented and reviewed against current guidance from EU data protection authorities, including post-IAB TCF enforcement actions. JURISDICTION FLAGS: EU/EEA users benefit from GDPR rights to object to processing based on legitimate interests, including profiling for direct marketing, which must be honored without requiring justification. California residents have CPRA opt-out rights for sharing personal information for cross-context behavioral advertising. Additional US state privacy laws (Virginia CDPA, Colorado CPA, Connecticut CTDPA, and others) grant similar opt-out rights that eBay's regional disclosures should address. CONTRACT AND VENDOR IMPLICATIONS: Advertising technology partners receiving behavioral data from eBay should be assessed as either data processors or independent controllers depending on the nature of data flows. Joint controller arrangements with advertising platforms may require additional transparency and contractual terms under GDPR Article 26. COMPLIANCE CONSIDERATIONS: Compliance teams should review the legal basis documentation for behavioral profiling and targeted advertising, audit the consent management platform for cookie-based tracking compliance, and confirm that opt-out mechanisms for behavioral advertising are functional and honored across all eBay services and affiliated properties.
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Behavioral tracking across eBay's platform creates a detailed picture of your interests, purchasing patterns, and preferences that is used for advertising targeting, including sharing with advertising partners.
Every search, item view, bid, and interaction on eBay is potentially collected and used to build a behavioral profile that informs the ads you see both on and off eBay. Users who wish to limit this profiling may adjust cookie and tracking preferences through eBay's consent management tools.
ConductAtlas has identified this type of provision across 1 platforms. See the full comparison.
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