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The agreement discloses that third-party advertising partners deploy cookies and tracking technologies to collect interaction data across browsers and devices, and that Mixpanel may share user information with these partners to enable interest-based advertising on other platforms, including lookalike audience targeting.
This analysis describes what Mixpanel'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 both direct third-party tracker deployment on Mixpanel properties and outbound data sharing with advertising partners for cross-platform and lookalike audience advertising, with the named third-party cookie list including AdRoll, AppNexus, DoubleClick, Facebook, Google, LinkedIn, Twitter, and others.
Under this clause, third-party advertising partners named in the policy may collect interaction data across browsers and devices via cookies placed on Mixpanel properties, and Mixpanel may share user information with those partners to serve interest-based advertising on other online platforms. Users who opt out of interest-based advertising via the 'Your Privacy Choices' link or GPC signal will have that opt-out honored per the policy.
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"Our third-party advertising partners may use cookies and similar technologies to collect information about your interaction (including the data described in the "Information collected via technology" section above) with the Services, our communications and other online services and with different browsers and devices, and use that information to serve online ads that they think will interest you. This is called interest-based advertising. We may also share information with these partners to facilitate interest-based advertising to those or similar users on other online platforms.Excerpt from Mixpanel's Privacy Statement
(1) REGULATORY LANDSCAPE: This provision implicates GDPR and the EU ePrivacy Directive regarding consent for non-essential cookies and third-party tracker deployment. Under CCPA, the sharing of Personal Information for cross-contextual behavioral advertising requires an opt-out mechanism, which the document provides. FTC Act Section 5 applies to deceptive disclosures about cross-platform tracking. Relevant enforcement authorities include EU DPAs, the UK ICO, and the FTC. (2) GOVERNANCE EXPOSURE: Medium. The named third-party list (including AdRoll, AppNexus, DoubleClick, Facebook, Google, LinkedIn, Twitter, ZoomInfo, and others) discloses a broad advertising technology ecosystem operating on Mixpanel properties. EU and UK deployment of these trackers requires valid consent under the ePrivacy Directive and GDPR. The document references opt-out through NAI and EDAA tools but acknowledges these are third-party tools not operated by Mixpanel. (3) JURISDICTION FLAGS: EU and UK deployments face the most significant exposure given ePrivacy Directive and GDPR consent requirements for non-essential cookies. California residents have CCPA opt-out rights. The document's statement that users will 'continue to receive generic and certain interest based ads' following opt-out may require further evaluation under applicable law to confirm it does not reduce opt-out effectiveness. (4) CONTRACT AND VENDOR IMPLICATIONS: B2B customers whose websites or applications use Mixpanel's tracking code should assess whether the deployment of Mixpanel's advertising technology stack on their properties is disclosed in their own privacy notices, and whether their cookie consent mechanisms cover all named third parties. (5) COMPLIANCE CONSIDERATIONS: Compliance teams should audit whether a compliant consent management platform is implemented for EU and UK users; verify that the named third-party cookie list in the policy is current and complete; assess whether lookalike audience data sharing to external platforms triggers additional GDPR transfer or processing obligations; and confirm whether ZoomInfo and other B2B data providers in the list are appropriately categorized as business or personal data processors.
This provision authorizes both direct third-party tracker deployment on Mixpanel properties and outbound data sharing with advertising partners for cross-platform and lookalike audience advertising, with the named third-party cookie list including AdRoll, AppNexus, DoubleClick, Facebook, Google, LinkedIn, Twitter, and others.
Under this clause, third-party advertising partners named in the policy may collect interaction data across browsers and devices via cookies placed on Mixpanel properties, and Mixpanel may share user information with those partners to serve interest-based advertising on other online platforms. Users who opt out of interest-based advertising via the 'Your Privacy Choices' link or GPC signal will have that …
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