Tailored Ads: TELUS puts the protection of customers’ data first
This page describes digital advertising in Canada outside the Province of Quebec.
Today’s digital ecosystem is full of opportunities to help us deliver more relevant content to you, but it also brings new responsibilities, especially with how your personal information is collected, used and shared. The
TELUS Trust Model
is at the core of how we handle your personal information. This includes ensuring that accountability, responsible innovation and transparency are the guiding principles supporting all customer experiences. TELUS delivers three types of TV ads that may be tailored based on your personal information. We describe them in detail below, and you have the choice to opt out of the tailoring. If you choose to opt out, you will still see TV ads, but they will not be tailored based on your personal information.
Examples include delivering ads (1) on behalf of third-party TV advertisers to “audiences” (i.e., a group of people who receive an ad and who may share common interests), (2) on behalf of third-party TV advertisers with whom you have a relationship; and (3) from TELUS or its partners to audiences who look like their existing customers.
Ads based on demographic information and your use of TELUS’ services:
To create customer audiences, groups for whom certain types of advertising might be more relevant, TELUS analyzes data about how you make use of our services and infers interests (e.g., people who watch movies might be added to a “Movie Enthusiasts” audience).
TELUS can provide personalized advertising on our behalf or on behalf of third parties to our audiences, based on demographic information and inferred interests that make advertising more relevant for TELUS television customers. This advertising process involves de-identified data, and your personal information is not made available to advertisers.
Ads based on your relationship with advertisers:
TELUS can also provide you with personalized advertising on TV from third party brands with which you have a relationship using a data “clean room” to protect your privacy. This process allows us to serve you with ads that are relevant to you because of your relationship with our advertising partners.
The “clean room” technology is described below, including how it protects your privacy. Similar to the example above, this process involves de-identified data, and your personal information is not made available to advertisers.
Ads based on inferred interests:
TELUS and its partners can provide tailored services, products, and advertising that are more relevant to you and others by building audiences based on inferred interests using a clean room. TELUS or its partners analyze data about their own customers (e.g., demographic data, data about how you make use of the services, or interact with the brand) and creates audiences that are organized based on their inferred interests.
Once these audiences are developed, TELUS uses a privacy-protecting process to enable itself and its partners to create new, enriched audiences consisting of their own customers that look similar to the other’s original audience (a “lookalike audience”). This process involves de-identified data, and your personal information is not made available to users of these insights.
How does the clean room work?
TELUS makes use of something called a data “clean room” to facilitate the secure and privacy-preserving creation of the audiences described above. A data clean room is a secure collaboration environment that enables TELUS and its partners to identify insights using the personal information about their own customers. All of this happens without an exchange of data directly between TELUS and its partners, which limits access to and protects customer information.
1. TELUS or its partners develops audiences based around customers’ inferred interests (e.g., “Movie Enthusiasts”). TELUS may use customer demographic information, data usage, and TV viewership or subscriptions may be used to infer which customer accounts might be appropriate for a given audience. Partners may use different information.
1. TELUS or its partners develops audiences based around customers’ inferred interests (e.g., “Movie Enthusiasts”). TELUS may use customer demographic information, data usage, and TV viewership or subscriptions may be used to infer which customer accounts might be appropriate for a given audience. Partners may use different information.
2. These audiences are then used to create partner ‘lookalike’ audiences, which are audiences created by TELUS and its partners from their own customers who might have similar interests.
TELUS creates these partner lookalike audiences through the data clean room making use of a privacy-preserving method involving the de-identification of customer data. Customer personal information is not made available to partners during this process.
TELUS creates these partner lookalike audiences through the data clean room making use of a privacy-preserving method involving the de-identification of customer data. Customer personal information is not made available to partners during this process.
3. TELUS or its partners creates an advertising campaign targeted to be shown to the look-alike audience, e.g., “Movie Enthusiasts.”
Don’t want to be included? You can opt-out.
Important notes about the opt-out
1. If you opt-out, TELUS won’t use your demographic information and usage of TELUS’ services (e.g., data usage, TV viewership or subscription information), your relationship(s) with advertisers or your inferred interests for the purposes of tailoring TV advertising or helping TELUS partners to create lookalike audiences.
2. You will still see ads but these ads will not be targeted based on insights for tailored advertising served by our partners, and may therefore be less relevant to you.
If you wish to opt-out, please click the Opt-out button below and follow the instructions.
If you would like to be removed from our marketing lists, you may contact us at *611 from your TELUS mobile phone or by calling
1-866-558-2273
.