Zillow shares your device identifiers and browsing behavior on its platform with advertising networks and social media companies to show you targeted ads and measure how well those ads work.
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
Your home search activity, device identifiers, and on-platform behavior are transmitted to third-party ad networks, meaning your real estate interests may be used to profile you across the broader internet.
Interpretive note: The specific list of advertising and analytics partners is not enumerated in the document, making it difficult to assess the full scope of data recipients without reviewing Zillow's separate vendor or cookie disclosures.
Your browsing and search activity on Zillow may be shared with advertising partners including social media platforms, contributing to cross-site behavioral profiles that can influence advertising you see beyond Zillow's own services.
How other platforms handle this
We may share your information with third-party advertising partners to provide you with targeted advertising. We also work with third-party analytics providers who help us understand how users interact with our Services. These third parties may use cookies, web beacons, and similar tracking technolo...
We work with third-party advertising partners to market our Products, and we share personal data with advertising networks and social media companies to serve ads. We also use analytics providers to help us understand how users interact with our Products.
We may share your personal information with third-party vendors and service providers that perform services on our behalf, such as payment processing, data analysis, email delivery, hosting services, customer service, and marketing assistance. We may also share your personal information with busines...
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"We share personal information with advertising and analytics partners to deliver targeted advertisements, measure ad effectiveness, and improve our services. This may include sharing identifiers, device information, and information about your interactions with our services with third-party advertising networks and social media platforms.— Excerpt from Zillow's Zillow Privacy Notice
1) REGULATORY LANDSCAPE: This provision directly engages the CCPA/CPRA definition of 'sharing' personal information for cross-context behavioral advertising, which does not require monetary consideration to qualify. The California Privacy Protection Agency (CPPA) has enforcement authority. The FTC Act applies to deceptive or unfair data sharing with ad networks. EU/EEA users may have additional protections under the GDPR, though Zillow primarily operates in the US. 2) GOVERNANCE EXPOSURE: High. Sharing device identifiers and behavioral data with advertising networks and social media platforms likely constitutes 'sharing' under CPRA, requiring Zillow to honor opt-out requests including Global Privacy Control (GPC) signals. Failure to recognize GPC signals is a documented enforcement focus for the California AG and CPPA. 3) JURISDICTION FLAGS: California creates the highest exposure given CPRA's explicit regulation of sharing for cross-context behavioral advertising. Virginia, Colorado, and Connecticut also regulate targeted advertising opt-outs. Illinois users should note that any device or biometric identifiers collected may interact with BIPA depending on implementation. 4) CONTRACT AND VENDOR IMPLICATIONS: Data processing agreements with advertising networks and social media platforms should include standard contractual clauses limiting use of shared data to disclosed purposes and prohibiting secondary sales. Teams should audit pixel and SDK implementations to confirm that data flows match disclosed purposes. 5) COMPLIANCE CONSIDERATIONS: A consent and opt-out mechanism audit is warranted to confirm GPC signal recognition, proper categorization of advertising data transfers as 'sharing' under CPRA, and accurate disclosure of advertising partner categories in the policy.
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Your home search activity, device identifiers, and on-platform behavior are transmitted to third-party ad networks, meaning your real estate interests may be used to profile you across the broader internet.
Your browsing and search activity on Zillow may be shared with advertising partners including social media platforms, contributing to cross-site behavioral profiles that can influence advertising you see beyond Zillow's own services.
ConductAtlas has identified this type of provision across 28 platforms. See the full comparison.
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