Verizon revamps privacy policy to serve targeted mobile ads

Verizon Wireless (NYSE:VZ) is overhauling its consumer privacy standards, indicating it will begin collecting data on subscribers' mobile web browsing history, app usage and device location in an effort to serve "more relevant" mobile ads.

The Verizon Wireless website states the operator also will begin leveraging information about how subscribers access products and services, citing data and calling features, device type and amount of use as examples. In addition, Verizon Wireless will compile demographic and interest categories provided by partners, including details like the consumer's gender and age range, interest in sports, pet ownership and the like. Verizon vows it will not share with partners any information that personally identifies users. 

"When you use your wireless device, you often see ads on websites and apps," the Verizon website states. "Using certain Consumer Information (such as your Demographics, device type, and language preference) and the postal address we have for you, we will determine whether you fit within an audience an advertiser is trying to reach. This means ads you see may be more relevant to you."

Subscribers are automatically opted into the program. They can opt out by visiting www.vzw.com/myprivacy or calling 1-866-211-0874. Verizon customers will still receive mobile ads whether they participate or not. Subscribers on the operator's Family SharePlan or multi-line accounts must indicate a decision on participation for each line.

For more:
- read this Los Angeles Times article

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