"Apollo operates as an aggressive B2B data broker with critical privacy risks across collection, sharing, and tracking. The service collects 36+ data categories including sensitive financial, location, and inferred attributes from users and third-party sources, then shares this data broadly with advertising networks (Meta), data enhancement platforms, corporate family members, and customers for marketing without per-use consent. Cross-site behavioral tracking via cookies, pixels, and JavaScript combined with AI-driven profiling and indefinite retention in suppression files, coupled with opt-out mechanisms that explicitly do not prevent all collection or use, place Apollo in the high-risk category comparable to major ad-tech platforms."
apollo Privacy Concerns & Scorecard
Apollo shares data broadly with advertising networks, data enhancement platforms, business partners, customers, and corporate family members for marketing purposes, with data shared to Meta and other ad-targeting platforms.
Apollo and third parties use extensive automated tracking across websites and services including cookies, web beacons, pixels, and JavaScript for behavioral targeting, retargeting, and profiling without guaranteeing opt-out effectiveness.
Apollo collects extensive personal and professional data including sensitive location, financial, device, and derived/inferred attributes from multiple sources without explicit per-use consent for all purposes.
Opt-out mechanisms are limited, browser-specific, and do not prevent all data collection or use; users cannot fully control how data is used across Apollo's ecosystem.
Apollo retains data indefinitely in suppression files and does not guarantee deletion even after user removal requests, only preventing future use.
Policy uses vague language about data purposes and processing, particularly regarding when Apollo acts as controller versus processor, creating ambiguity about user rights.
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Data Collection & Tracking
Personal Information Collected
To build and maintain business contact profiles for sales and marketing outreach
To process payments for Apollo services
To identify business location, for ad targeting, and to personalize services
To track users across devices for ad targeting and to optimize service delivery
To track user behavior for ad targeting, retargeting, measurement, and to improve services
To create predictive profiles, score leads for sales prioritization, and target ads based on inferred interests
For marketing, training, and to enrich user profiles
To build and maintain the Contributory Database for sales and marketing
Cross-Platform Tracking
Apollo and its third-party partners including Meta use cookies, web beacons, pixels, and JavaScript across Apollo's website and integrated services to track your browsing behavior across websites and services for behavioral targeting, retargeting, and ad measurement. Tracking persists across devices and browsers unless you disable cookies in each device/browser individually.
Tracking Methods:
Cookies (First-Party & Third-Party)
Apollo uses first-party cookies to track your activity on apollo.io and third-party cookies from advertising partners (including Meta) to track your behavior across other websites for retargeting and profiling.
Web Beacons (Tracking Pixels)
Invisible pixels embedded in emails and web pages to track email opens, website visits, and user interactions. These are shared with Meta and other advertising partners to track you across websites.
JavaScript
Apollo and third-party partners use JavaScript code to automatically collect data about your device, browser, and interactions on websites using Apollo's services or tracking code.
Device Identifiers & Advertising IDs
Apollo collects and uses device identifiers and mobile advertising IDs to track you across devices and link your activity to advertising profiles maintained by Meta and other ad networks.
AI & Data Training
apollo uses your content to train AI
Below is what's used and how (if at all) you can object.
What Content Is Used
Business Contact Data
Professional attributes, job titles, employment information, and contact details used to train machine learning models for lead scoring and professional attribute inference
Browsing & Behavioral Data
Website visitor behavior, email interactions, and device interaction data used to train models for lead qualification and predictive profiling
Derived & Inferred Data
Machine-learning-derived professional attributes, interest profiles, and lead quality scores used to refine and improve AI/machine learning models
How to Object
You can submit an objection using the steps below.
- 1
Visit https://www.apollo.io/company/privacy-center to submit a request to object to AI/machine learning processing. You can also email privacy@apollo.io with your request to opt out of automated AI-driven profiling and lead scoring. Note that Apollo uses AI as a core feature; opting out may limit the utility of the service.
Why We Analyzed apollo
TrueTerms automatically audits privacy policies and data practices using advanced machine learning to keep you informed and protected. This scorecard is based on the latest available public terms of service and privacy policies as of 2026.