We use information about the apps you have and other data you provide to us to create what we call personas. Each persona is associated with a Mobile Advertising ID (MAID), which is a random sequence of letters and numbers assigned to your mobile device. It doesn’t include your name, phone number, or any other information that directly identifies you. For example, your persona might appear as “38400000-8cf0-11bd-b23e-10b96e40000d: pet owner, sports fan.”
MAIDs can be associated with multiple different personas. You might fit into a persona for cooking or travel, or both. For example, if you have the “Booking” and “Concur” apps, we’ll infer you’re a business traveler and associate your MAID with that persona. Or if you have the “ESPN” app and another sports app, we’ll infer you’re a sports lover and associate your MAID with that persona.
Personas are used in our T-Mobile advertising program (ad program), and in the Magenta Advertising Platform. Advertising clients choose the personas to target the audiences they want to reach. Once an advertising client selects a persona to advertise to in our platform, we and our advertising partners use your MAID to provide you with ads intended for your persona(s). Our advertising clients are only able to see the persona group names, such as “sports lovers.” They can’t see the specific MAIDs associated with any persona, such as “38400000-8cf011bd-b23e-10b96e40000d: sports lover.”