Zillow Group Enhances Digital Advertising Compliance with New Privacy Links
Written by Emily J. Thompson, Senior Investment Analyst
Updated: Dec 09 2025
0mins
Should l Buy Z?
Source: Globenewswire
- Compliance Review: The Digital Advertising Accountability Program (DAAP) conducted a compliance review of Zillow and its brands, finding that several websites and mobile apps failed to consistently provide enhanced notice, impacting user choice regarding interest-based advertising.
- Privacy Policy Update: Zillow Group updated its privacy policy to include 'Ad Choices' links, ensuring users can better understand the use of third-party tracking and interest-based advertising, thereby enhancing user trust.
- Mobile App Enhancements: The Zillow Group added prominent links in its iOS and Android apps directing users to interest-based advertising disclosures and the Privacy Portal, ensuring easy access to relevant information while using mobile devices.
- Strengthening Industry Self-Regulation: These compliance measures not only align with DAA principles but also demonstrate Zillow Group's commitment to data privacy and user transparency, aiming to enhance consumer trust and mitigate potential legal risks.
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Analyst Views on Z
Wall Street analysts forecast Z stock price to rise
8 Analyst Rating
3 Buy
5 Hold
0 Sell
Moderate Buy
Current: 41.380
Low
70.00
Averages
87.40
High
100.00
Current: 41.380
Low
70.00
Averages
87.40
High
100.00
About Z
Zillow Group, Inc. helps people find and get the home they want by connecting them with digital solutions, dedicated partners and agents, and buying, selling, financing, and renting experiences. The Company’s affiliates, subsidiaries, and brands include Zillow, Zillow Premier Agent, Zillow Home Loans, Zillow Rentals, Trulia, Out East, StreetEasy, HotPads, ShowingTime+, Spruce, and Follow Up Boss. It helps renters, buyers, sellers, and real estate professionals across all their residential real estate needs through its housing super app, which serves as an ecosystem of connected solutions for the tasks and services related to moving. It provides integrated transaction experience for movers through Zillow, its network of partners, its affiliated brands, and through a comprehensive suite of marketing software and technology solutions for the real estate industry, including ShowingTime+, Follow Up Boss and Spruce. It offers multifamily property managers a variety of advertising products.
About the author
Emily J. Thompson
Emily J. Thompson, a Chartered Financial Analyst (CFA) with 12 years in investment research, graduated with honors from the Wharton School. Specializing in industrial and technology stocks, she provides in-depth analysis for Intellectia’s earnings and market brief reports.
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- Loan Type Comparison: The 15-year fixed mortgage rate is at 5.81%, which, while resulting in higher monthly payments, can save borrowers significant interest over time, encouraging a preference for shorter-term loans to reduce total interest costs.
- Market Outlook Predictions: According to MBA forecasts, the 30-year mortgage rate is expected to hover around 6.30% through 2026, reflecting a cautiously optimistic market sentiment regarding future rate trends, which could influence homebuyer decisions.
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- Refinance Rate Trends: The current 30-year refinance rate stands at 6.60%, slightly higher than purchase loan rates, reflecting pressure in the refinance market that may prompt borrowers to make quicker loan decisions to avoid higher rates.
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- Market Expectations and Outlook: According to MBA forecasts, the 30-year mortgage rate is expected to remain around 6.10% through the end of 2026, with Fannie Mae predicting rates near 6% for the year, suggesting a cautiously optimistic outlook on future rate stability in the market.
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- Refinancing Rate Fluctuations: The current 30-year refinancing rate stands at 6.60%, higher than purchase loan rates, reflecting intensified competition in the refinancing market, which may lead borrowers to face increased costs and influence their refinancing decisions.
- Market Outlook: Despite rising rates, Zillow forecasts that the 30-year mortgage rate will remain around 6.10% over the next few years, suggesting that homebuyers may still face a high-rate environment in the future, affecting their timing decisions for purchasing homes.
See More
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- Current Rate Overview: Zillow data shows the current 30-year fixed mortgage rate at 6.37%, 20-year at 6.30%, and 15-year at 5.85%, indicating that rising rates may influence borrowing decisions, particularly amid growing economic uncertainty.
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See More
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- Mortgage Rate Decline: According to Zillow, the average 30-year fixed mortgage rate has decreased to 6.36%, down 11 basis points from last week, indicating market sensitivity to rates which may stimulate homebuying demand.
- Refinance Rate Overview: The 30-year refinance rate stands at 6.43%, slightly higher than purchase rates, reflecting competitive pressure in the refinancing market that may lead borrowers to consider more cost-effective options.
- Loan Type Comparison: The 15-year fixed mortgage rate is at 5.81%, which, while resulting in higher monthly payments, can save borrowers significant interest over time, encouraging a preference for shorter-term loans to reduce total interest costs.
- Market Outlook Predictions: According to MBA forecasts, the 30-year mortgage rate is expected to hover around 6.30% through 2026, reflecting a cautiously optimistic market sentiment regarding future rate trends, which could influence homebuyer decisions.
See More
Median-Income Households Gain Home Buying Power in the U.S.
- Increased Buying Power: A recent Zillow study reveals that median-income households in the U.S. can now afford homes priced at $331,483, reflecting a $30,302 increase from last year's $301,181, indicating a significant boost in purchasing power and hinting at greater market stability.
- Signs of Market Stabilization: With median-income households able to make a 20% down payment on a $331,483 home and mortgage rates declining, the market appears to be stabilizing, potentially providing favorable conditions for future real estate investments.
- City-Specific Affordability Trends: In Los Angeles, the affordable home price for median-income households is projected to reach $421,030 in 2026, up 10.9% from $379,754 in 2025, indicating a continued upward trend in housing prices in the region.
- National Trends in Affordability: Across 30 major cities, many show improved affordability for median-income households, such as San Francisco, where the affordable price increased from $525,449 to $581,564, a rise of 10.7%, suggesting a nationwide enhancement in buying capacity.
See More
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- Mortgage Rate Surge: Zillow reports that the average 30-year fixed mortgage rate has reached 6.47%, the highest since late September, indicating market expectations for rising future rates, which may lead to increased borrowing costs for homebuyers.
- Refinance Rate Trends: The current 30-year refinance rate stands at 6.60%, slightly higher than purchase loan rates, reflecting pressure in the refinance market that may prompt borrowers to make quicker loan decisions to avoid higher rates.
- Short vs. Long Term Loans: The rates for 30-year and 15-year fixed mortgages are 6.47% and 5.90%, respectively; while the 15-year loan offers a lower rate, it comes with higher monthly payments, requiring borrowers to balance short-term and long-term financial goals when selecting the right loan type.
- Market Expectations and Outlook: According to MBA forecasts, the 30-year mortgage rate is expected to remain around 6.10% through the end of 2026, with Fannie Mae predicting rates near 6% for the year, suggesting a cautiously optimistic outlook on future rate stability in the market.
See More
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- Rising Rate Trend: According to Zillow, the current 30-year fixed mortgage rate is 6.47%, up 10 basis points from last Friday, marking the highest level since late September, which may dampen homebuying demand and affect the recovery of the housing market.
- Short-Term Rate Changes: The 15-year fixed mortgage rate has also increased to 5.90%, indicating a general rise in borrowing costs that could lead homebuyers to be more cautious in their loan choices, thereby impacting overall market activity.
- Refinancing Rate Fluctuations: The current 30-year refinancing rate stands at 6.60%, higher than purchase loan rates, reflecting intensified competition in the refinancing market, which may lead borrowers to face increased costs and influence their refinancing decisions.
- Market Outlook: Despite rising rates, Zillow forecasts that the 30-year mortgage rate will remain around 6.10% over the next few years, suggesting that homebuyers may still face a high-rate environment in the future, affecting their timing decisions for purchasing homes.
See More
Mortgage Rates Continue to Rise Amid Economic Uncertainty
- Mortgage Rate Increase: Freddie Mac reported a 16 basis point rise in the average 30-year fixed mortgage rate to 6.38% for the week ending Wednesday, with 15-year rates nearing 6%, which will increase monthly payments for borrowers and potentially dampen housing market demand.
- Current Rate Overview: Zillow data shows the current 30-year fixed mortgage rate at 6.37%, 20-year at 6.30%, and 15-year at 5.85%, indicating that rising rates may influence borrowing decisions, particularly amid growing economic uncertainty.
- Refinance Rate Surge: Today's data reveals a 30-year fixed refinance rate of 6.45%, suggesting that higher refinancing costs may lead many homeowners to delay refinancing plans, thereby affecting overall market liquidity.
- Future Rate Predictions: While economists expect little drastic change in mortgage rates through 2026, the impact of geopolitical conflicts has made future rate expectations more uncertain, likely causing potential homebuyers to be more cautious in their decisions.
See More
Zillow and Sprout Social's Growth Prospects Amid Economic Challenges
- Industry Dynamics: The Internet Services sector is influenced by macro factors such as inflation, interest rates, and labor markets, with high rates pressuring capital-intensive firms, leading to muted investor sentiment despite overall economic improvement.
- AI Investment Trends: Zillow and Sprout Social are heavily investing in artificial intelligence to enhance service quality and operational efficiency, with Zillow transitioning into a 'housing super-app' that integrates search, financing, and transaction support, expected to drive revenue growth.
- Earnings Expectation Changes: Zillow anticipates revenue growth of 15.1% and 13.4% for 2026 and 2027, respectively, while Sprout Social expects 7.8% and 14.6% growth in revenue and earnings for 2026, indicating resilience amid market uncertainties.
- Market Valuation Status: Despite the high valuation of the Internet Services industry, with a current P/E ratio of 23.90, slightly above the historical median, the sector's overall return of 65.6% surpasses both the tech sector and the S&P 500, highlighting potential investment opportunities.
See More
