Want to keep the TNW Conference vibe going?? Tickets for TNW2022 are available now >>

The heart of tech

This article was published on February 12, 2016

    O2 customers on the London Underground will soon be tracked

    O2 customers on the London Underground will soon be tracked
    Amanda Connolly
    Story by

    Amanda Connolly

    Reporter

    Amanda Connolly is a reporter for The Next Web, currently based in London. Originally from Ireland, Amanda previously worked in press and ed Amanda Connolly is a reporter for The Next Web, currently based in London. Originally from Ireland, Amanda previously worked in press and editorial at the Web Summit. She’s interested in all things tech, with a particular fondness for lifestyle and creative tech and the spaces where these intersect. Twitter

    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]