Do I need to disclose Unity Ads in my privacy policy?

Yes. Because Unity Ads collects personal data including device identifiers and advertising IDs, you are legally required to disclose it in your privacy policy under GDPR, CCPA, and similar privacy laws. You must explain what data is collected, how it is used, and who processes it.

What specific data does Unity Ads collect?

Unity Ads collects device information (including hardware identifiers), advertising IDs, in-app user behavior and engagement metrics, and data about how users interact with advertisements. This data is used to target ads and measure ad performance.

Does Unity Ads require a cookie consent banner?

No. Unity Ads does not use cookies. However, because it collects other tracking data like advertising IDs and device identifiers, you may still need consent under GDPR or similar laws depending on how you classify this tracking as a legitimate interest or require explicit opt-in.

Who processes my data collected by Unity Ads?

Unity Technologies, headquartered in the United States, acts as the data processor. Data is transferred to the US for processing and analytics. If you have EU users, you should have appropriate data transfer mechanisms in place, such as Standard Contractual Clauses.

Advertising

Privacy policy clauses for Unity Ads

Unity Ads is an in-app advertising platform that displays targeted advertisements within mobile games and applications. Publishers integrate Unity Ads to monetize their apps while providing ads to users based on device data and in-app behavior.

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What data Unity Ads collects

Your privacy policy must disclose each of the following data types when you use Unity Ads.

Device info

Advertising ID

In-app behavior

Ad interaction data

When does Unity Ads trigger privacy obligations?

Activation triggers

Unity Ads begins collecting data the moment the SDK is integrated into your mobile app. Device info (OS version, device model, IP address), advertising identifiers (IDFA on iOS, Google Advertising ID on Android), in-app behavior signals, and ad interaction data flow to Unity Technologies (US-based processor) immediately on app launch and user interaction—no opt-in required for collection to begin.

Regulatory obligations by jurisdiction

GDPR (EEA users): Unity Ads collection triggers Article 6 (lawful basis) and Article 13/14 (transparency) obligations. You must have lawful basis for collecting device IDs and behavioral data before the SDK runs. For iOS, IDFA collection requires explicit user consent under iOS 14.5+ App Tracking Transparency (ATT). For Android users in the EEA, you need consent under GDPR Article 6(1)(a) or another lawful basis.

Privacy policy clauses for Unity Ads

What data Unity Ads collects

When does Unity Ads trigger privacy obligations?

Activation triggers

Regulatory obligations by jurisdiction

Where data goes

Common compliance pitfalls

Pitfall 3: Missing Data Processing Addendum (DPA) with Unity Technologies

Sample privacy policy clause

What regulators look for

DPA audit priorities for Unity Ads

Frequently asked questions

Do I need to disclose Unity Ads in my privacy policy?

What specific data does Unity Ads collect?

Does Unity Ads require a cookie consent banner?

Who processes my data collected by Unity Ads?

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