T-Mobile data use for the Ad Program
Under T-Mobile's Ad Program, T-Mobile will use certain data (1) for Analytics and Reporting (2) to deliver Relevant Ads, and (3) to deliver Personalized Ads and Offers.
Analytics and Reporting
For Analytics and Reporting, our program is designed to use information from your device (i.e., app usage data like app name, installation status, how often an app was opened and zip code) and data from your use of T-Mobile products and services, such as self-declared data like age range (e.g., 25-34) and gender, to prepare aggregated business and marketing reports that we use and share with other companies. These reports do not identify you personally. One example might be a report showing how often a game was downloaded in the past year across large numbers of users. We will use this data unless you tell us not to by opting out.
For Relevant Ads, T-Mobile will use and analyze app usage data from your Android device like app name, app installation status, and how often an app was opened, self-declared data from your use of T-Mobile products and services such as age range (e.g., 25-34) and gender, and high-level app usage data from your T-Mobile broadband to create models and inferences (e.g., sports lover, cooking enthusiast). To illustrate what high-level app usage data from your broadband is used, we process the name of an app you opened, like a recipe app, and how long you spent in that app, but we do not see any additional information, like, for example, that you looked at Italian and Thai recipes.
We do not use app usage data to select advertisements, we only use your mobile advertising ID (MAID) and the models and inferences created from the app usage data. We and our advertising partners will use your MAID from your device and data from third party partners to deliver Relevant Ads to you. We will use this data unless you tell us not to by opting out.
When we share MAIDs and inferences with third parties, it is not tied to your name or information that directly identifies you.
Personalized Ads and Offers
In addition to the data used for Relevant Ads, with your consent, we and our service providers will use precise location and other self-declared data you provide to us such as age range (e.g., 35-54), gender, interests, and survey responses from your device and top-level domain information about your web browsing activity from your broadband data to provide you with more Personalized Ads and Offers. To illustrate, we process the top-level name/URL of the website you visited, such as a major retail website, but we do not look at what web pages within that site you visited (e.g., clothes or toasters). We won’t use this data unless you opt-in and we’ll stop using it if you opt-out.
We don’t use or share Customer Proprietary Network Information (“CPNI”) for advertising unless you give us your express permission or as allowed by law to advertise certain T-Mobile products or services.
We also do not use information from T-Mobile prepaid accounts or Assurance Wireless accounts for advertising. We also do not use information for advertising from accounts where a corporation or government agency is responsible for paying the bill. And if we know information belongs to a child, we don’t use it for advertising.
For more information about data we use and share for the Ad Program, visit our Privacy Dashboard. When you opt out of the sale or sharing of your personal information from our website footer or opt out using our Privacy Dashboard, your info will not be used for Relevant Ads unless you have provided your opt-in consent for Personalized Ads and Offers. To learn more about how your choices, visit our Privacy Dashboard.
Ads on your mobile device, computer, or other devices
You can also take steps to manage targeted ads through your system settings. Resetting your device’s mobile advertising ID does not opt-out your device from targeted ads, but data associated with your prior mobile advertising ID will not be linked to your new identifier through the device. Also, if you reset your device’s mobile advertising ID your prior opt-out choices will not apply to the new ID. To maintain your opt-out choices, you’ll need to opt-out again. 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 sites and apps.
Most web browsers can be set to detect or reject cookies. Each browser is different, so check the “Help” menu of your browser settings to learn how to change your cookie preferences. If you reject cookies, some things on our websites may not work properly. To learn more about cookies, read our Cookies and tracking article.
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. We don’t control those platforms or your ad preference settings on them and recommend regularly visiting your ad preference settings to ensure they remain accurate.
Some opt-out mechanisms described in the Advertising choices section and the “Do Not Sell or Share My Personal Information” mechanism for T-Mobile websites described in the Do Not Sell or Share section rely on cookies to retain your opt-out preferences. If you reject or erase cookies, your opt-out choices and Do Not Sell or Share requests may not work correctly, and you may need to perform the opt-out again.
Location data choice
We collect your location data to provide you with our wireless services. For certain non-essential activities, such as advertising, we request your permission before using precise location data associated with your identifying information. We don’t use or disclose precise location data for advertising unless you give us your express permission. For more information, read our Cookies and tracking article. If you have previously consented to these uses, you may revoke that permission at any time through your device’s operating system location preference controls or, in some cases, the app settings. You may also follow the standard uninstall process to remove the app from your device.