Online Advertising

You may see T-Mobile and other advertisements on your devices - whether you are connected to our network or using another connection method (e.g., Wi-Fi or wireline connections). In some cases, these ads may be targeted to your device based on information the advertiser has gathered about your prior online or offline behavior, or other data about your interests. These online ads are sometimes called “interest-based” or “targeted” ads.

How Ad Targeting Works

Ad targeting broadly refers to advertisers’ efforts to tailor online ads to your inferred interests. The information used by the advertiser to inform the ads may vary widely, but most commonly include demographic information, websites visited, and generalized location information. For example, an advertiser may recognize that a device is used to visit an online pet store and infer that the user is a pet owner. Or an ad served by an advertiser on Site A may be based in part on the advertiser recognizing that the device previously visited Site B (sometimes referred as “retargeting”).

Like most companies that operate commercial websites or apps, T-Mobile works with advertising networks, which collect certain information about our site and app visitors, serve ads on our behalf, and measure their effectiveness. The advertising networks that provide these ads may place cookies, web beacons, or use similar technologies on their partners’ websites and apps, including T-Mobile’s. This technology allows them to track device activity over time across online properties – but we don’t allow these advertising networks to collect information on our websites or apps that identifies you personally (such as your name, address, or phone number). Their use of these technologies and of the information collected is subject to their own privacy policies and those of the sites where they operate.

The Digital Advertising Alliance’s (“DAA”) “AdChoices” program provides users with choices regarding interest-based ads. By clicking on the AdChoices icon presented in the corner of any ad served by program participants, you will be directed to a webpage where you can opt-out of targeted ads from that ad network and/or all participating ad networks. To learn more about ad targeting and how to opt-out of interest-based ads, please visit http://www.aboutads.info/choices/. T-Mobile adheres to the DAA’s Self-Regulatory Principles for Online Behavioral Advertising.

Your Ad Choices

Ads on Your Mobile Device, Computer or Other Device

You can opt-out of targeted ads served on your mobile device or computer by most advertising networks as follows:

You can also partially manage targeted ads on your mobile device through your device operating system’s settings for advertising IDs. Resetting your device advertising ID does not opt-out the device from targeted ads, but it may limit advertisers’ ability to associate past activity with your device. Refer to your specific OS for details.

Please be aware that even if you opt-out of targeted ads you will continue to see just as many ads, but they may not be as relevant to you. In most cases, your opt-out choice will apply only to the specific device on which it was made. You may need to separately opt-out from your other devices. If the opt-out mechanism is cookie-based (such as the DAA AdChoices program) and you delete cookies or reset your device, you will need to perform the opt-out again.

You should also be aware that these opt-outs will not impact “contextual” advertisements (e.g., a sporting goods advertisement on a sports-themed website) or ads we place on our own websites and apps based on your activity on those properties.

Ads on Social Media

We may work with certain social media websites or platforms (such as Facebook or Twitter) to serve targeted ads to you as part of a customized social media campaign. You can opt-out of receiving customized ads on your social media platforms by changing your ad preferences on those platforms, which we do not control.

Information about T-Mobile’s Interest-Based Ad Program

We previously operated, but have suspended, a T-Mobile Interest-Based Ad Program in connection with an advertising partner. That program used inferred demographic data and limited usage data (e.g., top-level domain browsing and app data), along with historical cell tower data (e.g., the location of a cell tower a device connected to, but not the device’s real-time location information) to create advertising segments. Our ad partner delivered the third-party ads based in part on these segments using the advertising ID for user devices – which may be reset and limited in the privacy settings for iOS and Android devices. Other unique identifiers or information that personally identified users (e.g., name, phone number or email) were not used or disclosed as a part of this program. T-Mobile customers were able to opt-out of the program at any time. T-Mobile suspended this Interest-Based Ad Program in January 2019. The settings for the program are still available (even though we are not currently delivering third-party interest-based ads based on these setting):

  • By opening your T-Mobile App on your device, selecting More > Profile Settings > Privacy and Notifications > Advertising & Insights > Interest-Based Ads.
  • By signing into your My T-Mobile account on T-Mobile.com, selecting Profile > Privacy and Notifications > Advertising & Insights > Interest-Based Ads.

Note: These settings do not control interest-based ads provided by third-parties. See above for how to opt out of third-party interest-based ads through the DAA AdChoices mechanism.