T-Mobile now says it doesn't use its subscribers' web-browsing data for ad targeting -- but the company still reserves the right to use a host of data about app usage and content viewing for ads.
T-Mobile now maintains it doesn't use information about the websites people visit for ad targeting, according to the self-regulatory watchdog BBB National Programs' Digital Advertising Accountability Program. T-Mobile hasn't yet responded to MediaPost's request for comment.
The self-regulatory group -- which enforces the ad industry's privacy code -- says it launched an investigation of T-Mobile after news surfaced about its apparent plans to draw on customers' web-browsing and app usage for ad targeting. The industry's privacy code requires internet service providers such as T-Mobile to obtain consumers' explicit consent before collecting or using web data for online behavioral advertising.
The industry's mobile self-regulatory code requires service providers like T-Mobile to obtain consumers' consent before collecting cross-app data.