About T-Mobile

About T-Mobile

Privacy & Security Resources

Privacy & Security Resources


T-Mobile Ad Options for Your Device

You may notice a T-Mobile Ad Options icon in certain ads that appear on your mobile device. This icon indicates the ad is part of the T-MOBILE® AUDIENCE™ advertising program. This page provides information on how the T-Mobile Audience program presents ads that may be more relevant to you and how you can opt out of the program. The T-Mobile Ad Options icons look like this:


Ads that you see on your device that do not have the T-Mobile Ad Options icon are not covered by this description. For additional information about our practices and the range of ways we are involved in advertising, see our Privacy Policy.


The Choice Is Yours.

As described in our Privacy Policy, when you see an ad with a T-Mobile Ad Options icon, you can choose whether or not to have ads that may be more relevant delivered to your device under the T-Mobile Audience program. You are free to opt out of this program at any time. If you opt out of this program, we no longer provide the data described above for our ad services partner to deliver ads to your device. You will still see just as many ads, they just may not be as relevant to you. But either way, we want to put that decision in your hands.


What Is the T-Mobile Audience program?

As described in our Privacy Policy, certain ads you see on your mobile device – such as when you use your browser to access the Internet or use certain applications– can be tailored to be more relevant to you. T-Mobile has developed the T-Mobile Audience program to do this without sharing your Personal Information with third-party advertisers. With this service you are more likely to learn about products or offers that interest you. It doesn’t change the number of ads you see, only which ads you see. For instance, we may indicate a customer is a traveler because she is near JFK airport and uses Expedia. This could lead to a luggage ad with a local discount. Or, if a customer has an application installed on his device that indicates that he frequents coffee shops and if he spends time in downtown Seattle, he might see an ad for a Seattle coffee shop when he plays a game on his phone.


What Data Is Used for the Service?

T-Mobile does not share your Personal Information – such as your name and address – as part of the T-Mobile Audience program. Rather, we link information to an identifier (e.g., XlPnjZLJj9X8bA) that does not indicate who you are. The data used in this program includes information about a customer’s general location based on the cell tower their phone is near (but not their precise location), summary information about what apps a customer uses and the sites they visit the most on the Internet over our network, advertising identifiers used to deliver relevant ads, along with some demographic data. For this program, we send this data to our ad services technology partners directly, and they are contractually prohibited from trying to use this data to identify any particular person and from sharing this information with others.


How Is the Data Used?

This data can be used by T-Mobile or our ad services technology partners to create a profile that does not identify you, but describes your perceived interests and demographics so advertisers can place ads that may be more relevant to you. When a third-party advertiser wants to place an ad, our ad technology partner bids on the ad inventory and then places the ad based on this profile. None of this profile information is ever shared with advertisers. Summary information about the performance of an advertising campaign may be provided to advertisers, but these reports only include aggregate information. For example, a report may show the fact that 200 customers who are categorized as “travelers” clicked on a luggage ad.

Child protection and family information

Growing Wireless
Resources for parents and guardians from CTIA- Wireless Association and Wireless Foundation; including the “Parent’s Guide to Mobile Phones” developed by online safety experts at ConnectSafely.org

National Center for Missing & Exploited Children
NCMEC provides the most comprehensive resources regarding missing children, child sexual exploitation, child safety and prevention, law enforcement training and victim and family support.

Wireless AMBER Alerts
Free wireless AMBER Alerts from CTIA - The Wireless Foundation and the U.S. Department of Justice

Privacy and security information

Stop | Think | Connect
Resources for building safe online behaviors and helping digital citizens stay safer and more secure online

OnGuard Online: Internet fraud prevention
Resources from the federal government to help you be safe, secure and responsible online

FTC: identity theft protection
Federal Trade Commission information to help you prevent and fight identity theft

CTIA: Consumer Security & Privacy Tips
Advice from The Wireless Association on keeping mobile devices, and data on the devices, secure and private.