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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.
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.
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.
Any such de-identified genetic information and phenotypic information we share with third parties for research purposes is done in accordance with Part 46 (beginning with Section 46.101) of Title 45 of the Code of Federal Regulations.
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"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
1. REGULATORY LANDSCAPE: This provision engages CCPA/CPRA provisions governing sharing of personal information for cross-context behavioral advertising, which is subject to opt-out requirements. FTC guidance on online tracking and the FTC Act's prohibition on unfair or deceptive practices are also relevant. The use of cookies and tracking technologies may engage state wiretapping or electronic communications statutes depending on jurisdiction. 2. GOVERNANCE EXPOSURE: Medium. The use of third-party advertising technology creates risks around undisclosed data flows, particularly if advertising partners independently collect data through tracking technologies on Zillow properties. Compliance teams should assess whether advertising partners' independent collection is adequately disclosed and whether their data practices are consistent with Zillow's policy representations. 3. JURISDICTION FLAGS: California, Virginia, Colorado, and Connecticut residents have specific opt-out rights for targeted advertising. The use of session replay, pixel tracking, or similar technologies may engage California's Invasion of Privacy Act (CIPA) or similar state statutes, creating potential class action exposure. 4. CONTRACT AND VENDOR IMPLICATIONS: Advertising and analytics partner agreements should be reviewed to confirm they classify the relationship correctly (service provider vs. third party) under CCPA/CPRA, and that downstream use of shared data is contractually limited to disclosed purposes. 5. COMPLIANCE CONSIDERATIONS: Compliance teams should audit the full list of advertising and analytics partners, confirm that consent mechanisms and opt-out signals are technically operative, and review cookie consent banners and tracking technology disclosures for accuracy and completeness.
Regulatory citations, enforcement risk, and due diligence action items.
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Provision-level monitoring, governance timelines, and regulatory mapping built from archived source documents and historical version tracking.
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 294 platforms. See the full comparison.
No. ConductAtlas is an independent monitoring service. We are not affiliated with, endorsed by, or sponsored by Zillow.