Unity uses your phone's advertising ID, combined with data from other advertising partners, to build a profile about you and show you targeted ads inside games.
This analysis describes what Unity'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
Advertising identifiers enable cross-app tracking and profiling at scale; combining them with third-party partner data amplifies the scope of the profile Unity can build about any individual user.
The policy authorizes Unity to combine your device's advertising identifier with data from external advertising partners, meaning the profile used to target you with ads may reflect activity well beyond what you do in any single game.
How other platforms handle this
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We infer information about you based on how you use Pinterest. For example, if you engage with Pins about travel, we may infer you are interested in travel. We use this information to provide more relevant recommendations and advertising. We may combine the information we collect about you with info...
There is certain information that we collect automatically from your use of our online Services and from your device(s) used to access those Services, for example by using the types of technologies discussed in the 'Online Analytics' section below. This information includes your IP address, page vie...
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"We collect and use advertising identifiers (such as Apple's IDFA and Google's Advertising ID), along with information about your interactions with ads and in-game behavior, to deliver targeted advertising. We may combine this information with data from our advertising partners to create user segments and serve relevant ads.— Excerpt from Unity's Unity Privacy Policy
REGULATORY LANDSCAPE: This provision engages GDPR (particularly requirements around profiling and automated decision-making under Article 22, as well as consent requirements for advertising cookies and trackers under the ePrivacy Directive), CCPA and CPRA (advertising identifiers are personal information and sharing them with ad partners may constitute a sale or sharing under California law), and Apple's App Tracking Transparency framework (which requires opt-in consent for IDFA access on iOS). The FTC and state attorneys general have enforcement authority over deceptive advertising data practices. GOVERNANCE EXPOSURE: High. The combination of first-party SDK data with third-party partner data for profiling purposes has been the subject of significant EU regulatory enforcement and EDPB guidance. Under CPRA, sharing advertising identifiers with third parties for cross-context behavioral advertising triggers opt-out rights regardless of monetary consideration. JURISDICTION FLAGS: EU and EEA users require valid consent (not merely legitimate interests) for advertising tracking under ePrivacy Directive rules as interpreted by national regulators in many member states. California residents have the right to opt out of the sharing of personal information for cross-context behavioral advertising. Illinois BIPA is not directly engaged unless biometric data is involved. CONTRACT AND VENDOR IMPLICATIONS: Advertisers and publishers using Unity's ad network should assess whether their contractual arrangements with Unity adequately address data sharing obligations, including CPRA service provider or contractor restrictions. B2B contracts with Unity should specify the permitted purposes for which Unity may use publisher-sourced data. COMPLIANCE CONSIDERATIONS: Organizations integrating Unity Ads should audit consent management platform configurations to ensure advertising identifier access is covered by appropriate consent signals. CPRA opt-out links or Global Privacy Control signals should be tested against Unity's SDK behavior to confirm opt-out requests are honored as expected.
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Advertising identifiers enable cross-app tracking and profiling at scale; combining them with third-party partner data amplifies the scope of the profile Unity can build about any individual user.
The policy authorizes Unity to combine your device's advertising identifier with data from external advertising partners, meaning the profile used to target you with ads may reflect activity well beyond what you do in any single game.
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