Third-Party Advertising Data Sharing

What it is

Yelp shares your search activity, the businesses you look at, and how you interact with ads with outside advertising companies to show you targeted ads and measure whether those ads worked.

Why it matters (compliance & governance perspective)

Sharing behavioral data including search queries and business page views with advertising networks means your Yelp activity profile can be combined with data from other platforms by third parties, potentially enabling detailed cross-platform profiling.

Consumer impact (what this means for users)

Your search queries, page views, and ad interactions on Yelp may be transmitted to third-party advertising networks, which can use this data to build or enrich profiles about you across multiple platforms and services.

What you can do

Institutional analysis (Compliance & governance intelligence)

REGULATORY LANDSCAPE: Under CCPA/CPRA, sharing personal information for cross-context behavioral advertising constitutes 'sharing' and triggers the right to opt out. The FTC Act's Section 5 prohibition on unfair or deceptive practices applies to data sharing practices that are not adequately disclosed. GDPR and UK GDPR require a lawful basis for sharing personal data with advertising partners, and consent is generally required for behavioral advertising under the ePrivacy Directive as interpreted by EU supervisory authorities. GOVERNANCE EXPOSURE: High. The clause covers a broad range of behavioral signals (search queries, business views, ad interactions) shared with unspecified third-party advertising partners. The lack of a named partner list in the policy text makes it difficult for users to assess the full scope of data flows. Advertising measurement sharing may also trigger attribution and pixel tracking obligations under state privacy laws. JURISDICTION FLAGS: California residents have an explicit right to opt out of sharing for cross-context behavioral advertising under CPRA. EU/EEA and UK users' consent to behavioral advertising is governed by the ePrivacy Directive and GDPR; TCF (Transparency and Consent Framework) compliance should be evaluated. States including Colorado, Connecticut, Virginia, Texas, and Montana provide opt-out rights for targeted advertising. CONTRACT AND VENDOR IMPLICATIONS: Data processing agreements with advertising partners should specify permissible uses, retention limits, and onward transfer restrictions. B2B clients advertising on Yelp should understand that impression and conversion data shared back to them may include personal data subject to these frameworks. COMPLIANCE CONSIDERATIONS: Compliance teams should verify that the 'Do Not Sell or Share My Personal Information' mechanism is prominently available, functional, and honored by downstream advertising partners. Cookie consent mechanisms and pixel implementations should be audited to confirm alignment with the policy's disclosure of behavioral data sharing.

Applicable agencies

Applicable regulations

Provision details

Other risks in this policy

• AI Training Use of User Content medium
• Precise Geolocation Data Collection medium
• Data Retention Post-Account Closure medium
• Sensitive Data Collection Including Health Information medium
• Children's Privacy and Age Restriction medium
• California Residents Privacy Rights (CCPA/CPRA) low

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