Mercury tracks how you use its platform, including which features you click on and what actions you take, and uses that data to draw inferences about your preferences and characteristics.
This analysis describes what Mercury'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
Inferred data creates profiles beyond what you directly provide, meaning Mercury may hold conclusions about your business or personal characteristics that are derived from behavioral signals rather than information you explicitly gave them.
Interpretive note: The specific categories of inferences drawn and how they are used for product decisions are not detailed in the available policy text, creating uncertainty about the practical scope of this provision.
The updated privacy policy now discloses that cookies from Facebook Ads, Bing Ads, Braze, Google Ads, and LinkedIn Ads serve an additional purpose: 'SaleOfInfo'. This means data collected through these cookies may be sold or shared with third-party commercial partners, beyond their existing use for advertising and analytics. Under the revised policy, Mercury treats data from these cookies as subject to potential sale or commercial sharing. You can review Mercury's full privacy policy to understand your data rights and any available opt-out mechanisms.
View change record →Removal of explicit disclosure about behavioral tracking and inferred data collection reduces transparency about profiling practices, though AI-based analysis is mentioned in new provisions.
View full change record →Mercury's collection and use of inferred characteristics and behavioral data means that a profile of your preferences and habits may be created and used for product development or marketing, going beyond the financial data you knowingly provided.
How other platforms handle this
to request that your data be transferred to a third party (data portability)
Your organization may allow you to access and export your data in order to back it up or transfer it to a service outside of Google.
To stop us collecting your location information, you can update your device settings, stop using the Service, or uninstall our mobile apps.
"We collect information about how you use our services, including your browsing activity on our website, the features you use, the actions you take, and other usage data. We may also derive or infer information about you based on the information we collect, such as your preferences, interests, and characteristics.Excerpt from Mercury's Privacy Policy
REGULATORY LANDSCAPE: Collection of inferred characteristics from behavioral data implicates FTC guidance on unfair or deceptive practices if inferences are used in ways consumers would not reasonably expect.
Enforcement risk, jurisdiction flags, contract triggers, and due diligence action items.
Search "[your state] attorney general consumer complaint" to find your state's direct complaint form
Ad personalization controls removed. Contact scanning added. Advertiser data partnerships quietly dropped. A timeline of every change.
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Inferred data creates profiles beyond what you directly provide, meaning Mercury may hold conclusions about your business or personal characteristics that are derived from behavioral signals rather than information you explicitly gave them.
Mercury's collection and use of inferred characteristics and behavioral data means that a profile of your preferences and habits may be created and used for product development or marketing, going beyond the financial data you knowingly provided.
ConductAtlas has identified this type of provision across 290 platforms. See the full comparison.
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