The policy authorizes Zillow and its third-party partners to link multiple devices belonging to a single user or household using shared account identifiers (such as hashed email addresses) or statistical modeling, and to use that linkage for interest-based advertising, personalized content, analytics, and campaign measurement. This cross-device linking is conducted both by Zillow directly and by third-party partners.
This analysis describes what Zillow'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 establishes that Zillow's advertising and analytics activities may extend across all devices associated with a user or household, using both deterministic (account identifier-based) and probabilistic (statistical modeling-based) methods. Organizations assessing data minimization obligations or proportionality requirements under applicable privacy frameworks should evaluate the scope of this cross-device data processing.
New disclosure of cross-device tracking and identity linking practices using hashed identifiers and statistical modeling, representing significant expansion of tracking scope across user's digital ecosystem.
View full change record →Under this clause, a user's browsing activity and advertising exposure on one device may be linked to other devices they use, based on shared account identifiers or statistical inference conducted by Zillow or its partners. Users may limit some of this activity through device-level settings (iOS Limit Ad Tracking, Android Opt-Out of Interest Based Ads) or through Zillow's cookie preference controls, though the policy notes these opt-outs are browser-specific and may need to be reapplied after device changes.
Cross-platform context
See how other platforms handle Cross-Device Identity Linking and similar clauses.
Compare across platforms →"We, or our third-party partners, may link your various devices so that content you see on one device can result in relevant advertising on another device. We may share a common account identifier (such as a hashed email address or user ID) or work with third-party partners who use tracking technologies or statistical modeling tools to determine if two or more devices are linked to a single user or household. We, and our partners, can use this cross-device linkage to serve interest-based advertising and other personalized content to you across your devices (including to improve your user experience), to perform analytics, and to measure the performance of our advertising campaigns.Excerpt from Zillow's Privacy Notice
(1) REGULATORY LANDSCAPE: Cross-device linking using hashed email addresses and statistical modeling engages CCPA/CPRA provisions governing the sharing of personal data for cross-context behavioral advertising, as well as analogous state privacy statutes.
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This provision establishes that Zillow's advertising and analytics activities may extend across all devices associated with a user or household, using both deterministic (account identifier-based) and probabilistic (statistical modeling-based) methods. Organizations assessing data minimization obligations or proportionality requirements under applicable privacy frameworks should evaluate the scope of this cross-device data processing.
Under this clause, a user's browsing activity and advertising exposure on one device may be linked to other devices they use, based on shared account identifiers or statistical inference conducted by Zillow or its partners. Users may limit some of this activity through device-level settings (iOS Limit Ad Tracking, Android Opt-Out of Interest Based Ads) or through Zillow's cookie preference …
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