AT&T is getting rid of Internet Preferences, the controversial program that analyzes home Internet customers’ Web browsing habits in order to serve up targeted ads.

“To simplify our offering for our customers, we plan to end the optional Internet Preferences advertising program related to our fastest Internet speed tiers,” an AT&T spokesperson confirmed to Ars today. “As a result, all customers on these tiers will receive the best rate we have available for their speed tier in their area. We’ll begin communicating this update to customers early next week.”

Data collection and targeted ads will be shut off, AT&T also confirmed.