Effective Date: June 30, 2025
You can find the prior versions here, here and here.
Introduction
This U.S. Multistate Privacy Notice (this “Notice”) supplements the information contained in our Privacy Policy and applies only to individual residents (the “Covered Individual Residents”) of the applicable U.S. states that have enacted comprehensive consumer privacy laws, including the California Consumer Privacy Act of 2018 as amended by the California Privacy Rights Act (the “CCPA”), the Colorado Privacy Act, the Connecticut Data Privacy Act, Oregon Consumer Privacy Law, Utah Consumer Privacy Act, the Virginia Consumer Data Protection Act, and each of their associated regulations, as well as similar applicable state consumer privacy laws that are in effect (collectively, the “State Privacy Laws”).
This Notice addresses the specific disclosure requirements under the State Privacy Laws and provides additional information about how we collect, use, share, and otherwise process Covered Individual Residents’ personal information, the rights of Covered Individual Residents in relation to that personal information, and the ways to exercise those rights. You can find more information and details about AppLovin and our personal information collection and use practices in our Privacy Policy. Unless otherwise indicated, all terms in this Notice have the same meanings as defined in our Privacy Policy or as otherwise defined under the State Privacy Laws.
Contents
Collection, Use, and Disclosure of Personal Information
As explained in our Privacy Policy, consumers interact with us in various ways, primarily through advertisements served by AppLovin on behalf of advertisers. We may collect information about you when you use a mobile application, platform, or service that contains the AppLovin SDK, when you interact with e-commerce platforms or merchant websites that embed our pixel, API, or similar technologies, when you interact with our advertising platform in another way, or when your visit our corporate website at www.applovin.com. We encourage you to review the privacy policies of the mobile apps, websites, and platforms you interact with, which may contain additional information regarding their sharing of personal information with AppLovin or other parties.
The chart below summarizes the categories of personal information we collect, the sources of the personal information collected, the business purposes for our collection, and the categories of third parties with whom we disclose personal information for a business purpose. The chart describes our practices, both current and during the last 12 months.
| Category of Personal Information Collected | Source(s) of Personal Information | Business Purpose(s) for Collection | Disclosure for a Business Purpose |
| Identifiers, such as IP address and Advertising IDs (IDFA/GAID/Amazon FOSAID) if available. | • You or your device(s) • Publishers • Advertising Partners • Affiliates | • Service Delivery • Delivery of Advertisements • Technical Support • Customer Support • Processing Payments • Analytics • Business Research & Development • Marketing & Promotions • Platform Protection & Fraud Prevention • Compliance with Legal Obligations | • Service Providers • Affiliates • Advertising Partners • Your Specified Recipient(s) • Government Entities/Law Enforcement |
| Additional Customer Records, such as bank account number or other financial information | • You (only for business users) | • Service Delivery • Technical Support • Customer Support • Processing Payments • Platform Protection • Compliance with Legal Obligations | • Service Providers • Your Specified Recipient(s) |
| Characteristics of Protected Classifications, such as age or gender | N/A | N/A | N/A |
| Sensitive Personal Information, such as social security numbers, precise geolocation, or genetic and biometric data* | N/A | N/A | N/A |
| Commercial Information, such as records of services considered or other purchasing or consuming histories or tendencies | • You or your device(s) • Publishers | • Service Delivery • Delivery of Advertisements • Analytics • Business Research & Development • Platform Protection & Fraud Prevention • Compliance with Legal Obligations | • Service Providers • Your Specified Recipient(s) |
| Internet or Network Information, such as information regarding interactions with a website, application, or advertisement, or online shopping browser history | • You or your device(s) • Service Providers • Publishers | • Service Delivery • Delivery of Advertisements • Analytics • Business Research & Development • Platform Protection & Fraud Prevention • Compliance with Legal Obligations | • Service Providers • Affiliates • Advertising Partners • Your Specified Recipient(s) |
| Geolocation Data, such as city or county-level geolocation information | N/A | N/A | N/A |
| Inferences, such as the derivation of information, data, or assumptions from the categories of personal information included above | • You or your device(s) • Publishers • Advertising Partners • Affiliates • Service Providers | • Service Delivery • Delivery of Advertisements • Analytics • Business Research & Development • Platform Protection & Fraud Prevention • Compliance with Legal Obligations | • Service Providers |
*AppLovin does not collect or seek to elicit end users’ “sensitive personal information” as defined by the State Privacy Laws. In some cases, we will collect financial account or credit card numbers (for payment-related purposes) from our business customers; however, this information is not used to infer characteristics about those customers as contemplated under the CCPA.
Selling or Sharing of Personal Information
AppLovin does not “sell” your personal information as most people would commonly understand that term; AppLovin does not, and will not, disclose your personal information in direct exchange for money or some other form of payment. However, AppLovin may “share” your personal information for purposes of serving you with personalized ads or content, otherwise known as “interest-based advertising” or “cross-context behavioral advertising.” Under the CCPA and other State Privacy Laws that expansively define or interpret “sell,” certain advertising and analytics activities may constitute a “sale.” For example:
- When you use a mobile application, the publisher of that application may decide to serve you with interest-based ads. If that application embeds AppLovin’s software, we’ll send a bid request that contains certain of your device information (if available) to our advertising demand side partners to enable their ads to be served to you based on your interests (which they derive independently or from other third-party advertising partners). Under the CCPA and other State Privacy Laws, passing device data in a bid request to our demand side partners is “sharing” (under the CCPA) and may be a “sale” of personal information.
Data Retention
As explained in our Privacy Policy, we retain data collected through the Services as long as we continue to receive updated information from your device, or until you request deletion, whichever occurs first. If we do not receive any updated information through the Services for a continuous period of 2 years, data is automatically purged from our systems. Note that we will retain information in our systems for as long as necessary to comply with our legal obligations, resolve disputes, and enforce our agreements.
Your Privacy Rights
As a Covered Individual Resident, you may be able to exercise the following rights in relation to the personal information that we may have collected about you, subject to certain limitations and requirements, including the verification of your identity and our right to retain information to comply with our legal obligations, among other circumstances.
| Privacy Right | Brief Details |
| Know and Access your Personal Information/Portability | Under the State Privacy Laws, you have the right to obtain confirmation regarding whether we are processing your personal information and to access that personal information and, in some cases, information about the third parties who may receive such personal information. You also have the right to access that personal information in a portable, readily usable format, unless not technically feasible to provide in such a format. With respect to the CCPA’s right to access, you have the right to request the following: (a) the specific pieces of personal information the business has collected about you and (b) the categories of personal information collected, the sources of collection, the business/commercial purpose for collecting or “selling/sharing” personal information, and the categories of third parties to whom the business discloses personal information. |
| Request Deletion of your Personal Information | You have the right to request that we delete certain personal information that we may have collected from you. |
| Opt-Out of the “Sale” or “Sharing” of your Personal Information or Targeted Advertising | AppLovin may disclose or otherwise process personal information about you for purposes of serving you with personalized ads or content, otherwise known as “interest-based advertising,” “targeted advertising,” or “cross-context behavioral advertising.” In certain circumstances, you have the right to opt-out of “sales” or “sharing” of your personal information (i.e., Identifiers and Internet/Network Information to Advertising Partners) for purposes of serving you with targeted ads or content, otherwise referred herein as “cross-contextual behavioral advertising” or “targeted advertising.” |
| Non-Discrimination | You have the right to exercise the rights conferred on you by the State Privacy Laws without discrimination. |
| Correct Inaccurate Information | You have the right to request that we correct errors or inaccurate information in the personal information that we may have collected from you. |
| Limit the Use or Disclosure of Sensitive Personal Information | In certain circumstances, you have the right to limit the use of any sensitive categories of personal information. As noted above, AppLovin does not collect or seek to elicit sensitive categories of personal information. |
| Opt-Out of Profiling in Furtherance of Decisions that Produce Legal or Similarly Significant Effects | In certain circumstances, you have the right to opt-out of the use of your personal information for profiling in furtherance of decisions that produce legal or similarly significant effects. |
How to Exercise Your Privacy Rights
To exercise your rights to know and access your personal information or to request deletion of your personal information, you have the following options (listed according to the types of interaction you may have with AppLovin):
For Users of Mobile Games and/or Other Applications, Platforms, or Services Containing the AppLovin SDK or Similar Technologies
- To access or delete the personal information that AppLovin may have about you from the mobile games or other applications, platforms, or services that you use (e.g., personal information used as part of our Advertising Services), you may download the AppLovin Privacy Management Application from the Apple or Google Play Stores:
By navigating through the tabs in the AppLovin Privacy Management Application, you can erase the personal information that AppLovin may have collected about you or request a copy of that personal information.
To exercise your right to opt-out of “sales/shares” or “targeted advertising” with respect to AppLovin’s Advertising Services, you have the following options:
- Opt-Out through AppLovin Ads. AppLovin allows you to opt-out of all interest-based advertising served by AppLovin through the “i” or “Learn more about ad preferences” link available on the face of an ad served by AppLovin. Once you click on the link, you will see a button to “Opt-Out of Interest-Based Advertising.”
- Opt-Out through Device-Level Choices. In addition, if you do not want to receive interest-based advertisements, you can limit the collection of certain information through your device’s settings. Detailed instructions on how to change these device settings can be found in the “Manage Your Privacy Choices” section of our Privacy Policy and in the instructions available here.
Please know that opting out of targeted advertising does not mean that you will not receive advertising. You may still receive ads, but those ads may be less relevant to your interests.
To exercise any other rights that you may have under the State Privacy Laws, or if you have any questions regarding any response to your request, please contact our Data Protection Officer using the information in the “Contact Us” section of our Privacy Policy.
For Our Website Visitors
- To control data collection and sharing via certain cookies or other data collection technologies on our website, you can click “Cookie Settings” in the footer of our website. In addition, you may follow the steps outlined in the “Cookies and Other Similar Technology” section of our Privacy Policy. To access or delete information that you have manually submitted to us, please contact our Data Protection Officer using the information in the “Contact Us” section of our Privacy Policy.
For Our Customers and Business Contacts
- Please contact our Data Protection Officer using the information in the “Contact Us” section of our Privacy Policy. Please provide enough information about you and your request for our Data Protection Officer to be able to identify your information in our records.
* * * *
Please note that requesting to exercise your rights through us will not bear on the personal information processed about you by our third-party partners and customers, including the publishers or other third parties to whom you provide information. If you wish to exercise your rights with respect to these third parties, please submit a request with each party directly.
Children’s Privacy
As explained in our Privacy Policy, AppLovin does not knowingly collect personal information from, or serve advertisements to, children as defined and required by the State Privacy Laws. If you believe we have served an advertisement to a child or might have any personal information from or about a child, or if you believe a mobile application in which an AppLovin-served advertisement appeared may be designed for, directed to, or pass personal information knowingly from, children, please contact us via email at dataprotection@applovin.com.
Appointment of an Authorized Agent
In certain circumstances, you may appoint an authorized agent to exercise any rights that you may have on your behalf. To the extent permitted under law, we will take steps to verify the identity of the person seeking to exercise their rights and to verify that the corresponding agent has been authorized to make a request on that person’s behalf, such as by providing us with a signed written authorization.
Data Access and Deletion Transparency Report
Our annual transparency report shows the number of data access and deletion requests we received last year and how long it typically takes us to fulfill those requests.
| Type of Request | Requests Completed* | Average Time to Substantively Respond |
|---|---|---|
| Requests to Know and Access | 1250 | Less than 1 day (successful requests processed automatically) |
| Requests for Deletions | 7392 | Less than 1 day (successful requests processed automatically) |
*The Data Access and Deletion Transparency Report includes data for US-based users, who submitted requests via the AppLovin Privacy Management App. The AppLovin Privacy Management Application processes all requests automatically, except where the requests cannot be verified.
Updates or Amendments to this Notice
As explained in our Privacy Policy, we may make changes to this Notice from time to time. If we make any changes, we will update the “Effective Date” posted at the top of this Notice. We encourage you to review this Notice periodically.
How to Contact Us
You can find our contact information in the “Contact Us” section of our Privacy Policy.