Education

Personalized ads and offers.

Time to read: 6 minutes

At a glance

We use personal data to show people ads that are more likely to interest them. 

Learn about the data we use to help tailor ads to your interests.

You can control whether we use your data to help personalize ads to you.

How we make ads more relevant

We use information about the apps on your device and how frequently you use them, as well as other general data you provide, to create 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 might infer that you’re a business traveler and associate your MAID with that persona. Or if you have the “ESPN” app and another sports app, we might infer that you’re a sports lover and associate your MAID with that persona.  

Personas are used in our T-Mobile advertising program, called the Magenta Advertising Platform. Advertising clients use personas to target audiences they want to reach. Once an advertising client selects a persona to advertise to, we and our advertising partners use your MAID to provide you with ads that align with your persona(s). Our advertising clients are only able to see the persona names, such as “sports lovers.” They cannot see the specific MAIDs associated with any persona, such as sports lover.

How we further personalize ads and provide you offers

In addition to relevant ads, if you’ve opted into “Personalized ads and offers,” we’ll also use the information described below to make ads even more relevant to you and to provide you with offers that are more likely to interest you.

Under T-Mobile's personalized ads program, we’ll use and analyze personal data collected from:

  • Your device
  • Your network diagnostic information (Android users only)
  • Your broadband usage (top-level name/URL of the website you visited only—not the web pages within the site you visited)

Note: We don’t collect data for personalized ads and offers from iPhone users.

If you don’t want us to use your personal data to send you personalized ads or offers, you can change your settings in our Privacy Dashboard at any time.

What data we use

The data we use to create personas for relevant ads

App engagement data

We use app usage information from the apps on your phone (Android only) and high-level app usage data from your T-Mobile broadband to create personas that fit you, such as sports lover, cooking enthusiast.

To illustrate what we mean by "high-level app usage data from your broadband,” we process the name of an app you opened, such as a recipe app, and how long you spent in that app—but we don’t see any additional information, like, for example, that you looked at Italian or Thai recipes.

Demographics data

When you use our products and services, you may provide some information about yourself directly to us. This “self-declared data”—including your age range, such as 25-34, and gender—is used to create personas but isn’t used to provide you with relevant ads.

The data we use to provide you with relevant ads

Mobile Advertising ID (MAID)

We and our advertising partners use your MAID to deliver relevant ads to you.

Third-party data

We and our advertising partners use data from third parties, such as your MAID, to deliver relevant ads to you.

The data we use to further personalize ads and provide you offers

In addition to the MAID and third-party data described above, if you’ve opted in, we use the following types of data to personalize ads and provide you offers:

Location data

We collect information about your location based on your cellular data usage. For more information about our use of mobile device location, read our Cookies and tracking article.

Demographics data

When you use our products and services, you provide some information about yourself directly to us. This “self-declared data”—including your age range, such as 35-54, gender, interests, and survey responses—is also used to provide you with more personalized ads and offers.

Broadband data

Your top-level domain/URL information about your web browsing activity—what websites you visit—will be used to provide you with more personalized ads and offers.

To illustrate, we process the top-level name/URL of the website you visit, such as a major retail website, but we don’t look at which web pages (clothes or toasters, for example) you visit within that site.

How to opt out

How to opt out of relevant ads and personalized ads and offers

  • Go to our Privacy Dashboard.
  • Review the descriptions under “Relevant ads” and “Personalized ads and offers.”
  • If you want us to stop using your personal data to match you with relevant ads, set the “Relevant ads” toggle to “OFF” or gray. 
  • Note: Turning off “Relevant ads” automatically turns off “Personalized ads and offers” if you had previously opted in to “Personalized ads and offers.” 
  • If you want us to stop using your data to send you personalized ads and offers, set the “Personalized ads and offers” toggle to “OFF” or gray.

If you opt out of relevant ads, or personalized ads and offers, you’ll still get ads— but they won’t be tailored to your interests.

How to opt out of third-party data use on T-Mobile’s advertising platform

Other companies, or third parties, also share data with our advertising program, called the Magenta Advertising Platform.  

If you’d like to restrict the data shared by third parties in this advertising platform, go to our Opt-out page. If you’ve already opted out of “Relevant Ads” or set your “Do Not Sell My Personal Information” preferences while logged into your account, your information won’t be used in the Magenta Advertising Platform.

How to opt out of the sale of your personal information

To learn more about the “Do Not Sell My Personal Information” privacy option and how to set, change, or check the status of your preferences, read our Do Not Sell My Personal Information article.

Interest-based ads from others

To stop receiving interest-based, targeted, relevant, or personalized ads from other companies, including social media sites, look for the privacy or advertising settings offered by those companies on their websites, apps, and in your browsers. 

You can also get instructions on how to opt out of targeted ads at the YourAdChoices website, or by clicking on the YourAdChoices icon on any interest-based ad. To learn more about the YourAdChoices program, read our Your privacy around the web article.

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