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.