Verizon is rewarding its customers, but only if they give up their data for ad targeting

Verizon UpTelecoms giant Verizon has launched a new rewards program that offers once-in-a-lifetime experiences and front-row tickets, as well as Apple Music subscriptions, Uber rides, and more. But there’s a catch: you can only join the program if you agree to hand over your personal data.

As first reported by the Wall Street Journal, Verizon wants its customers to agree to allow it to access their web-browsing history, app usage, and location data – which it will allegedly use to deliver personalised rewards and targeted advertising as its customers surf the web. This is agreed to by signing up for Verizon Select, which is the company’s ad-targeting program.

The data obtained by Verizon will be shared with its Oath digital media company to tailor ads to users and, in turn, it hopes to increase the its ad revenue.

The rewards program, called Verizon Up, gives customers a credit for every $300 they spend on their monthly Verizon Wireless bill. Each credit can be used to claim one reward, with customers allowed to have up to 10 credits at any given time, though they expire after 60 days anyway.