After a controversial tracking practice brought on critical news coverage, AT&T announced it stopped adding a tracking number to mobile customers' Internet activity. A spokeswoman for the mega company announced it was phasing out this form of tracking on their network.
The tracking numbers, which were both hidden and un-deletable, allowed advertisers to build a "dossier" about a person to understand their behavior through their Internet activity. From which apps they used to the sites they visited and for what extent of time, the tracking numbers were used as part of a project that AT&T said is now complete.
But come the future, AT&T confirmed that they will continue to sell data collected from the tracking numbers, but "customers will be able to opt out of the ad program and not have the numeric code inserted on their device."
So, when it comes down to it, is AT&T really putting customers before advertisers?