Unity · Unity Privacy Policy · View original document ↗

Advertising Identifiers and Behavioral Profiling

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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

ConductAtlas Analysis

Why it matters (compliance & governance perspective)

Cross-app behavioral profiling using persistent device identifiers is one of the most privacy-invasive forms of consumer data processing, and Unity's profile may follow you across hundreds of apps without your knowledge.

Consumer impact (what this means for users)

Unity's policy authorizes the collection of behavioral, device, and advertising data from end users of games that embed Unity's SDK, meaning players of Unity-powered mobile games are subject to data collection regardless of whether they have a direct relationship with Unity. For California residents, the policy discloses that personal information may be sold or shared with advertising partners, which triggers opt-out rights under CCPA and CPRA. You can opt out of Unity's personalized advertising and data sale by submitting a request at privacy.unity.com.

How other platforms handle this

Anyscale Medium

We may disclose your information with our business partners. We may share your personal information with our business partners, such as companies that partner with us to offer certain products or services. We may share your personal information with advertising partners. We work with third-party adv...

Pinterest Medium

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...

Groq Medium

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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▸ View Original Clause Language DOCUMENT RECORD
"
We collect and use advertising identifiers (such as Apple's IDFA or Google's Advertising ID), IP addresses, device information, and information about your interactions with games and applications that use our services. We use this information to deliver targeted advertising, measure ad performance, and provide analytics services to our developer customers. We may combine information we collect about you across different games and applications over time to build a profile of your interests and preferences.

— Excerpt from Unity's Unity Privacy Policy

Applicable regulations

CCPA/CPRA
California, USA
COPPA
United States Federal
ePrivacy Directive
European Union
FTC Act Section 5
United States Federal
GDPR
European Union

Provision details

Document information
Document
Unity Privacy Policy
Entity
Unity
Document last updated
May 5, 2026
Tracking information
First tracked
May 8, 2026
Last verified
May 10, 2026
Record ID
CA-P-005893
Document ID
CA-D-00750
Evidence Provenance
Source URL
Wayback Machine
Content hash (SHA-256)
550d996279ea0b8c6b167a3612cad9e086dba07fd480d6eae9ba2449359871d6
Analysis generated
May 8, 2026 01:34 UTC
Methodology
Evidence
✓ Snapshot stored   ✓ Hash verified
Citation Record
Entity: Unity
Document: Unity Privacy Policy
Record ID: CA-P-005893
Captured: 2026-05-08 01:34:30 UTC
SHA-256: 550d996279ea0b8c…
URL: https://conductatlas.com/platform/unity/unity-privacy-policy/advertising-identifiers-and-behavioral-profiling/
Accessed: May 13, 2026
Permanent archival reference. Stable identifier suitable for legal filings, compliance documentation, and research citation.
Classification
Severity
High
Categories

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Frequently Asked Questions

What does Unity's Advertising Identifiers and Behavioral Profiling clause do?

Cross-app behavioral profiling using persistent device identifiers is one of the most privacy-invasive forms of consumer data processing, and Unity's profile may follow you across hundreds of apps without your knowledge.

Is ConductAtlas affiliated with Unity?

No. ConductAtlas is an independent monitoring service. We are not affiliated with, endorsed by, or sponsored by Unity.