T-Mobile will sell your data to advertisers but you can opt out
The Wall Street Journal reports T-Mobile will automatically enroll phone subscribers in an advertising program that will share information related to app data, online activity, and web history with advertisers. The program is similar to policies introduced by AT&T and Verizon.
The data that’s shared with advertisers won’t reveal your identity, nor will it reveal information associated with a child’s device or service. The Wall Street Journal also said advertisers won’t know what websites individual customers visit or apps they have installed. Data will be tagged with an encoded user or device ID to protect your anonymity.
The practice comes in stark contrast to changes we’re seeing from tech companies, including Apple, that aims to fight back against tracking practices. Apple has introduced an App Tracking Transparency feature with iOS 14, while Google has pledged to make its data-gathering practices less intrusive.
Update 1: Google Fi customers not affected
A spokesperson for Google Fi told 9to5Google that T-Mobile’s upcoming data sharing scheme won’t affect Fi users. Google’s MVNO piggybacks off of T-Mobile’s network but its customers’ data won’t be shared with advertisers. Furthermore, Fi users won’t have to take any action to prevent their data from being shared with advertisers, unlike T-Mobile customers.