AdExchanger reports on T-Mobile's new application-based analytics platform called App Insights following an advertisement revenue rebranding. The platform works by allowing advertisers to track, separate and directly target T-Mobile customers by the apps they download and how users interact with them, which the company uses to categorize customers into cohorts called "personas." The company announced it will not use location data or Apple iOS data in App Insights or its demand-side platform. 
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