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The policy authorizes disclosure of contact identifiers, internet activity data, and geolocation data to social and advertising networks and analytics providers for the purpose of placing advertisements on third-party websites and conducting performance analytics.
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
This provision authorizes sharing of contact information, internet activity, and geolocation data with social advertising networks including Facebook Ads, Bing Ads, Google Ads, and LinkedIn Ads as identified in the cookie table, which may constitute 'sharing' under CCPA and trigger opt-out rights for California residents.
Under this provision, Mercury shares contact identifiers and internet activity data with advertising and analytics partners for cross-platform ad placement; users in qualifying jurisdictions may opt out of this sharing via the 'Your Privacy Choices' link or by enabling GPC.
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"Social/advertising networks and data analytics providers , to conduct analytics and place advertisements on our behalf on third-party websites and services. [...] We may work with advertising partners, social platforms, and analytics providers to help people discover Mercury and to understand how our Services perform.Excerpt from Mercury's Privacy Policy
1) REGULATORY LANDSCAPE: This provision engages the CCPA and CPRA's definition of 'sharing' for cross-context behavioral advertising, which does not require monetary exchange. Similar provisions apply under Colorado, Connecticut, Virginia, and other state comprehensive privacy laws. The FTC Act's prohibition on unfair or deceptive practices applies to advertising data disclosures. The FTC's guidance on online behavioral advertising is also relevant. 2) GOVERNANCE EXPOSURE: Medium. The policy discloses advertising data sharing with Facebook, Google, Bing, LinkedIn, and Rockerbox as identified in the cookie table. Compliance teams should confirm that each of these relationships is governed by data processing agreements that classify these parties appropriately under CCPA (service provider vs. third party), as misclassification affects the legal basis for the data sharing. 3) JURISDICTION FLAGS: California creates the primary compliance exposure for advertising data sharing given CPPA enforcement authority. Texas, Virginia, Colorado, and Connecticut have enacted similar opt-out requirements for targeted advertising. For EEA and UK users, interest-based advertising requires a valid legal basis under GDPR, typically explicit consent rather than legitimate interest for advertising purposes. 4) CONTRACT AND VENDOR IMPLICATIONS: Data sharing agreements with advertising partners should specify purpose limitations consistent with Mercury's stated use for Mercury advertising only. Advertising partner agreements should confirm that user data is not used by partners for their own advertising purposes or combined with other datasets in ways that would expand beyond Mercury's stated use case. 5) COMPLIANCE CONSIDERATIONS: Legal teams should review data processing agreements with all advertising partners listed in the cookie table to confirm CCPA service provider status or proper third-party disclosure disclosure. Opt-out signal processing should be tested to confirm that GPC and 'Your Privacy Choices' opt-outs propagate to all advertising partners. The cookie table should be reviewed periodically for completeness as new advertising integrations are added.
This provision authorizes sharing of contact information, internet activity, and geolocation data with social advertising networks including Facebook Ads, Bing Ads, Google Ads, and LinkedIn Ads as identified in the cookie table, which may constitute 'sharing' under CCPA and trigger opt-out rights for California residents.
Under this provision, Mercury shares contact identifiers and internet activity data with advertising and analytics partners for cross-platform ad placement; users in qualifying jurisdictions may opt out of this sharing via the 'Your Privacy Choices' link or by enabling GPC.
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