O2 customers on the London Underground will soon be tracked

O2 customers on the London Underground will soon be tracked

Telefonica has announced that it is opening up the browsing data of its O2 customers on the London Underground for advertisers to analyze.

The telecoms company has partnered with Exterion Media to allow it to access the browsing data of 25 million O2 customers. This data will be anonymised and aggregated so customers’ personal details, like name and address, won’t be handed over to advertisers.

Exterion will gather data on passengers wealth, age, gender and hobbies and then use that swathe of information to help companies determine the best stations and lines to place their advertisements in.

If privacy is a concern for you, just switch off your Wi-Fi on the Underground to avoid being tracked.

Exterion Media and Telefónica UK introduce Abi – the smart insights tool [Exterion]

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