Briefing

Rogers isn’t following Bell’s lead on user information-tailored marketing

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Bell is asking customers to opt in to a “tailored marketing” program, which would allow the company to use information about them and their device usage to serve them related ads. Rogers told The Logic it does not have a similar program. Telus did not reply to multiple requests for comment. (The Logic)

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Talking point: Canadian telecom firms appear to have no plans to monetize users’ data by selling it to brokers and other businesses, as their U.S. counterparts have been doing for several years. “Customer personal information is never shared with advertisers or anyone else,” said Nathan Gibson, a Bell spokesperson. Instead, the data is used to create anonymized audiences matched to the criteria for which an advertiser is looking. Selling customer data is not a big enough opportunity for Canadian carriers, one market analyst told me—they’re more likely to use the information to better target their own services. In the U.S., AT&T announced today it would stop selling location data after Motherboard reported that bounty hunters were able to access information. Meanwhile, Remind.com, a text-based notification and communication service for schools, has launched a social media campaign against Rogers and Bell over an increase in the price of SMS.