The policy authorizes disclosure of personal information to advertising and analytics partners for targeted advertising, campaign measurement, and personalization, using cookies and tracking technologies across Zillow properties and third-party sites.
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 the legal and operational basis for cross-context behavioral advertising using Zillow user data, and is directly relevant to CCPA/CPRA opt-out obligations and FTC guidance on online tracking.
Interpretive note: The scope of third-party partner independent data collection through tracking technologies on Zillow properties may not be fully captured in the policy's disclosures, creating uncertainty about the completeness of the sharing description.
Removal of specific advertising and analytics sharing provision; this functionality is now covered under broader sale/sharing and cross-device advertising provisions in current version.
View full change record →Added explicit mention of cookies, web beacons, and similar tracking technologies used by partners, and softened language from 'we share' to 'we may share.'
View full change record →Under this clause, personal information including browsing behavior and identifiers may be shared with advertising and analytics partners for targeted advertising purposes; users can opt out of this sharing via the mechanisms described in the policy.
How other platforms handle this
The types of third parties your information may be disclosed to include: our resellers and other sales and advertising partners, retailers, advertisers, ad agencies, advertising networks and platforms, information service providers, fraud monitoring and prevention providers, and publishers.
Protect us, our business, our users, and others, for example to enforce our terms of service, prevent spam or other unwanted communications, and investigate or protect against fraud
we may use, retain or share information with law enforcement or others in circumstances where a person's vital interests require protection, such as in the case of emergencies.
"We may share your personal information with advertising and analytics partners to serve you with targeted advertisements, measure the effectiveness of our advertising campaigns, and to provide you with a more personalized experience. These partners may use cookies, web beacons, and similar tracking technologies to collect information about your use of our services and other websites.Excerpt from Zillow's Privacy Notice
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This provision establishes the legal and operational basis for cross-context behavioral advertising using Zillow user data, and is directly relevant to CCPA/CPRA opt-out obligations and FTC guidance on online tracking.
Under this clause, personal information including browsing behavior and identifiers may be shared with advertising and analytics partners for targeted advertising purposes; users can opt out of this sharing via the mechanisms described in the policy.
ConductAtlas has identified this type of provision across 288 platforms. See the full comparison.
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