Zillow may buy or receive your personal data from outside sources such as data brokers and advertising companies, then combine it with what it already knows about you to build a more detailed profile.
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
Data enrichment from third-party brokers means Zillow's profile of you may include information you never directly provided to the company, potentially including demographic, financial, or behavioral data from other platforms.
Interpretive note: The document describes third-party sources at a categorical level without enumerating specific vendors or data types received, limiting the ability to fully assess the scope of enrichment practices.
Zillow may combine information purchased from data brokers or received from advertising partners with your on-platform activity, meaning its profile of you could be broader than what you consciously shared, and this combined data may be used for targeting and service personalization.
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"We may receive personal information about you from third parties, including data brokers, advertising partners, real estate data providers, and other sources. We may combine this information with other personal information we have collected about you to improve our services and provide more personalized experiences.— Excerpt from Zillow's Zillow Privacy Notice
1) REGULATORY LANDSCAPE: Acquisition and use of data broker data engages the FTC's regulatory focus on data broker transparency and the CCPA/CPRA requirement to disclose categories of personal information collected from all sources, including third parties. The FTC has issued reports and guidance on data broker practices and has enforcement authority under Section 5 of the FTC Act. The CCPA requires that consumers be informed of third-party data sources in the privacy policy. 2) GOVERNANCE EXPOSURE: Medium. The provision is common in the industry but creates compliance obligations around accurate disclosure of data categories received from third parties, ensuring that third-party data is covered by the same opt-out mechanisms, and verifying that data broker sources comply with applicable privacy laws before onboarding. 3) JURISDICTION FLAGS: California's CPRA requires disclosure of categories of third-party sources from which personal information is collected; general descriptions such as 'data brokers' and 'advertising partners' may not satisfy the specificity requirements under CPRA regulations. States with comprehensive privacy laws (Virginia, Colorado, Connecticut) have similar transparency requirements. 4) CONTRACT AND VENDOR IMPLICATIONS: Data broker vendor agreements should require representations that data was collected with appropriate consent or legal basis, and that its use for Zillow's purposes is permitted. Procurement due diligence should include review of data broker privacy practices and any applicable state registrations (e.g., California's data broker registry under the Delete Act). 5) COMPLIANCE CONSIDERATIONS: Compliance teams should map all third-party data sources used for enrichment and confirm that data categories disclosed in the policy accurately reflect actual data flows. The California Delete Act (SB 362) requires data brokers operating in California to register and honor deletion requests; if Zillow's data broker vendors are subject to this law, their obligations may affect data enrichment workflows.
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Data enrichment from third-party brokers means Zillow's profile of you may include information you never directly provided to the company, potentially including demographic, financial, or behavioral data from other platforms.
Zillow may combine information purchased from data brokers or received from advertising partners with your on-platform activity, meaning its profile of you could be broader than what you consciously shared, and this combined data may be used for targeting and service personalization.
No. ConductAtlas is an independent monitoring service. We are not affiliated with, endorsed by, or sponsored by Zillow.