"According to DAAP, the review uncovered inconsistent adherence to the Digital Advertising Alliance's transparency requirements. Some sites lacked the required enhanced notice, such as a prominent link explaining interest-based advertising practices and opt-out tools. Other pages contained broken links or were missing statements affirming compliance with Digital Advertising Alliance (DAA) principles, the watchdog said. DAAP also observed third-party collection of precise location data through the Zillow mobile app before formally contacting the company."
"Adding Ad Choices links in the website footers for Zillow, Trulia, HotPads and StreetEasy that direct users to the Third-Party Tracking and Interest-Based Advertising section of the company's privacy notice. Updating its Website Privacy Notice to prominently instruct users: To learn more about how Zillow uses interest-based advertising and to manage your ad choices please review the Third-Party Tracking & Interest-Based Advertising' section of our Privacy Notice below and visit our Privacy Portal."
DAAP found inconsistent adherence to the Digital Advertising Alliance's transparency requirements across Zillow Group platforms, including Zillow, Trulia, StreetEasy, and HotPads. Some pages lacked required enhanced notices, had broken links, or omitted statements affirming DAA compliance. DAAP observed third-party collection of precise location data via the Zillow mobile app before contacting the company; that collection stopped and Zillow confirmed it does not collect or process precise location by default. Zillow conducted an extensive assessment, coordinated with DAAP, and implemented updates including adding Ad Choices links in footers, updating the Website Privacy Notice to explain interest-based advertising and ad-choice management, and expanding disclosures about third-party tracking and opt-out resources.
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