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 to 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.

Network Usage Data Permissions Setting

With your permission, T-Mobile may analyze websites you visit and apps you use while connected to our network (Network Usage Data) to better understand your interests and provide a richer, more personal experience by using the data to deliver online advertising and provide analytics to online advertisers. The Network Usage Data may be combined with or used to verify third-party data we obtain from other sources. For instance, T-Mobile may use the Network Usage Data to infer advertising segments that may be of interest (e.g., pet owner or sports enthusiast) and create ad analytics (e.g., verify 3rd party data for accuracy).

If you choose to participate, the Network Usage Data is only associated with an advertising ID for your device (such as the Android or iOS Ad IDs or browser cookies), which you can change or delete. The information is not tied to anything that identifies you personally (such as your name or phone number). Any resulting information shared with ad providers or other third parties is solely tied to the advertising ID. Changing, deleting, or disabling the advertising ID effectively disassociates prior data from your device going forward. If you choose to participate, you will not receive more ads – but the ads you receive may be more relevant to you. If you choose not to participate, you may still receive personalized ads from T-Mobile or others based on other data – but the ads will not be based on your Network Usage Data.

Your Network Usage Data permission setting is “off” by default. In order to participate in this program, you will need to turn the setting to “on.” You can change your preference at any time. (Note: If you change your selection from “on” to “off” – the data previously gathered for analysis under this setting may still be used until deleted, but additional Network Usage Data will not be used as part of this program.)

For T-Mobile customers, the settings for the program are available in your account profile and can be changed as follows:

  • By opening your T-Mobile App on your device, selecting More > Profile Settings > Privacy and Notifications > Advertising & Insights > Advertising (Network Usage Data).
  • By signing into your My T-Mobile account on T-Mobile.com, selecting Profile > Privacy and Notifications > Advertising & Insights > Advertising (Network Usage Data).

For Metro by T-Mobile customers, you can make changes to these settings from your Metro by T-Mobile device while connected to the wireless network (not on WiFi) under the “Advertising and Insights” setting for your account. Go here to view your choices.

Network Location Data Permissions Setting

With your permission, T-Mobile may analyze your location history – including precise location data – while connected to our network (Network Location Data) to better understand your interests and provide a richer, more personal experience by using the data to deliver online advertising and provide analytics to online advertisers. This program does not use real-time location information (e.g., to provide an advertisement based on your current location). Instead, it uses past location information (e.g., last week’s or last month’s data). The Network Location Data may be combined with or used to verify third-party data we obtain from other sources. For instance, T-Mobile may use past Network Location Data to test and/or verify location data sets for the same time period gathered by third-parties (e.g., through mobile applications) or to infer advertising segments that may be of interest (e.g., a device is used by a long-distance commuter).

If you choose to participate, the Network Location Data is only associated with an advertising ID for your device (such as the Android or iOS Ad IDs or browser cookies), which you can change or delete. The information is not tied to anything that identifies you personally (such as your name or phone number). Any resulting information shared with ad providers or other third parties is solely tied to the advertising ID. Changing, deleting, or disabling the advertising ID effectively disassociates prior data from your device going forward. If you choose to participate, you will not receive more ads – but the ads you receive may be more relevant to you. If you choose not to participate, you may still receive personalized ads from T-Mobile or others based on other data – but the ads will not be informed by your Network Location Data.

Your Network Location Data permission setting is “off” by default. In order to participate in this program, you will need to turn the setting to “on.” You can change your preference at any time. (Note: If you change your selection from “on” to “off” – the data previously gathered for analysis under this setting may still be used until deleted, but additional Network Location Data will not be used as part of this program.)

For T-Mobile customers, the settings for the program are available in your account profile and can be changed as follows:

  • By opening your T-Mobile App on your device, selecting More > Profile Settings > Privacy and Notifications > Advertising & Insights > Advertising (Network Location Data).
  • By signing into your My T-Mobile account on T-Mobile.com, selecting Profile > Privacy and Notifications > Advertising & Insights > Advertising (Network Location Data).

For Metro by T-Mobile customers, you can make changes to these settings from your Metro by T-Mobile device while connected to the wireless network (not on WiFi) under the “Advertising and Insights” setting for your account. Go here to view your choices.