Now, Verizon Communications Inc. (NYSE: VZ) customers can get access to a variety of perks such as concert tickets, free Uber rides, access to movie premieres, and Apple music which is all part of the new rewards program called Verizon Up. For every $300 spent on the monthly Verizon Wireless bill, customers will receive credit. For each credit is worth one reward. However, the program only works if customers give Verizon access to their web browsing history, location data, and app usage which will be used to personalize rewards and deliver targeted advertising as customers browse online.
The program is shared with Verizon’s digital media unit called Oath, that was created from the AOL and Yahoo acquisition. Data will be collected and ads will be tailored to users which Verizon hopes will help increase advertising revenue since the company’s wireless business has struggle to main growth. In the past, Verizon has experimented with targeted advertising in the past but only reported 4% of the U.S. digital advertising market.
Verizon access to “their web-browsing history, app usage, and location data,” which is purportedly used to “personalize the rewards and deliver targeted advertising as its customers browse the web.”