T-Mobile US revealed plans to launch a new advertising programme which will allow it to share subscriber data with third parties, following rivals in a bid to capitalise on interest in targeted marketing.
An operator representative told Mobile World Live it will begin collecting information including “broadband usage data and app data” from T-Mobile and legacy Sprint customers on 26 April, “to allow us and third parties to provide interest-based ads”.
The representative added it is notifying customers and “made it easy for them to opt out” of sharing their information through their account settings.
Rivals AT&T and Verizon already have similar data-sharing programmes in place. Sprint customers previously had to opt-in.
US operators have long eyed the digital advertising market as a potential revenue stream, with AT&T (through its acquisition of AppNexus [1] in 2018) and Verizon [2] (through the combination of assets purchased from AOL and Yahoo!) each attempting to develop targeted marketing platforms. However, both struggled to find success.
T-Mobile now appears to be making a move: GeekWire reported the operator acquired mobile marketing start-up PushSpring in July 2019, and a job listing on the operator’s website yesterday (9 March) showed it was looking to fill a role in a “newly formed” marketing unit within its Emerging Business Group with a focus on a “mobile-originated marketing platform”.
[1] https://www.mobileworldlive.com/featured-content/top-three/att-scoops-up-appnexus-in-latest-deal
[2] https://www.mobileworldlive.com/featured-content/top-three/verizon-unveils-new-digital-identity-in-place-of-oath
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