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T-Mobile to Step Up Ad Targeting of Cellphone Customers

T-Mobile US 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.

Source: T-Mobile to Step Up Ad Targeting of Cellphone Customers – WSJ

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