MAC address number of device needs to be mapped to the name of the person whose contract includes the device. I'm not sure how an advertising company would go a

MAC address number of device needs to be mapped to the name of the person whose contract includes the device. I'm not sure how an advertising company would go about doing that. MAC address is stored apparently so device movement tracking past other bins & in and out of shops can happen. As suggested in the article some qualities of the owner of the device could be inferred. Possibly irrelevant comment: I bought a pay as you go mobile broadband dongle in a UK computer shop recently as I wanted to access internet from a location with no wifi. Paid cash (as it happened, I tend to for smallish transactions) and topped the device up in a newsagents' shop with top-up card that came in the box, again cash. I didn't realise we could still do that. I've since topped up by cash machine so there is an audit trail now.