https://www.wsj.com/articles/t-mobile-to-step-up-ad-targeting-of-cellphone-customers-11615285803
T-Mobile to Step Up Ad Targeting of Cellphone Customers
By Drew FitzGerald
March 9, 2021 5:30 am ET
T-Mobile US Inc. TMUS 1.91% will automatically enroll its phone subscribers in
an advertising program informed by their online activity, testing businesses’
appetite for information that other companies have restricted.
The No. 2 U.S. carrier by subscribers said in a recent privacy-policy update
that unless they opt out it will share customers’ web and mobile-app data with
advertisers starting April 26. For example, the program could help advertisers
identify people who enjoy cooking or are sports enthusiasts, the company said.
T-Mobile’s TMUS 1.91% new policy will also cover Sprint customers acquired
through the carriers’ 2020 merger. Sprint had previously shared similar data
only from customers who opted into its third-party ad program.
A T-Mobile spokeswoman said the changes give subscribers advertising that
aligns with their interests. “We’ve heard many say they prefer more relevant
ads so we’re defaulting to this setting,” she said. (See below how to change
your account settings.)
< -snip - >
• T‑Mobile: In the T‑Mobile app, visit the MORE tab, Advertising &
Analytics, Use my data to make ads more relevant to me. Turn the toggle off
(gray) to stop. On MyT‑Mobile.com, click the My account drop down, Profile,
Privacy and Notifications, Advertising & Analytics, Use my data to make ads
more relevant to me. Turn the toggle off (gray) to stop.
• Metro: Log in to the MyMetro mobile application or on
https://www.metrobyT-Mobile.com/iba. You must be on a mobile device to access
your settings through the browser. On the MyMetro app or the mobile website,
visit the Account tab, Network and Location Settings, Use my data to make ads
more relevant to me. Turn the toggle off (gray) to stop.
• Sprint: Go to Sprint account (https://www.sprint.com/en/login.html).
Visit My Account, Preferences, Scroll down to All about my account, Select
Manage advertising and analytics preferences, Select the line you would like to
update, then Use my data to make ads more relevant to me. Click the ‘OFF’ radio
button to stop.
• AT&T: All wireless customers are automatically enrolled in the basic
Relevant Advertising program. You can opt out at https://www.att.com/cmpchoice
• Verizon: Log in to Verizon Wireless account at
http://verizonwireless.com/myprivacy or call 1-(866) 211-0874. You will need to
make changes to each line on your account. To opt out of the Relevant Online
Advertising program, log into My Verizon app, Go to Services section, Click on
Internet, Select the Manage Online Advertising Preferences link within My
Internet Service
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