Your data, your choice

Advertising options

What is the T-Mobile Interest-based Advertising Program?

As described in our Privacy Statement, 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 Interest-based Advertising program to do this without identifying you personally to third-party advertisers. With this program you are more likely to learn about products or offers that interest you.

The program 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. Again, we do not share your personal identity with third-party advertisers.

T-Mobile, our ad partners, and advertisers play different roles in delivering interest-based ads to you. The types of data T-Mobile provides to our ad service partners is based on your current privacy settings. Ad service providers create profiles based on this data – for example “Traveler” or “Coffee Drinker”. As detailed below, these profiles are used by ad service providers to deliver the appropriate ads from advertisers. Advertisers only receive ad performance and aggregated reports on campaign effectiveness.


The choice is yours

You have choices about the level of personalization and use of your data for the Interest-based Advertising Program. You can opt-out of Interest-based Advertising at or view and set your Privacy & Notifications settings in My T-Mobile.

T-Mobile works with advertising providers to improve the relevancy of ads you see. You may notice a YourAdChoices Icon in certain ads. This icon indicates the ad is part of the Digital Advertising Alliance (DAA)’s Self-Regulatory program, and will appear on all ads in our Interest-based Advertising program. T-Mobile complies with the DAA’s Self-Regulatory Principles as stated in our Privacy Statement

If you click on the YourAdChoices Icon you may be taken to a page where you can opt-out of participation in T-Mobile’s Interest-based Advertising program. Ads that you see on your device that either do not have the YourAdChoices Icon or where the page reached by the icon does not reference T-Mobile Privacy Choices are not part of our program. For additional information about our practices and ways we are involved in advertising, see our Privacy Statement.

Additionally, to opt-out of all interest-based ads delivered in mobile apps on your smartphone, you can turn off your device’s Advertising Identifier. This choice will also impact ads that are not part of the T-Mobile Interest-based Advertising program.

Learn how to turn off Advertising Identifiers on: