Blis Among Two Buys for T-Mobile

Telecoms network T-Mobile has made two acquisitions: DOOH advertising tech firm Vistar Media and location data and ad technology firm Blis. The buys are intended to build out the offer of its Advertising Solutions (T-Ads) business.

Blis, for which T-Mobile paid around $175m in cash, collects location and ap usage data, along with demographic and ownership / lifestyle information to map real-world consumer behaviour, link it with digital, and help clients target advertising. Its cookieless cross-channel targeting services will allow T-Ads to offer a comprehensive, privacy-centric solution for other brands, according to T-Mobile. Vistar offers an advanced out-of-home programmatic platform, and T-Mobile says that together with its own 'unique' customer insights and data, this will seamlessly connect digital messaging to real-world environments, amplifying reach and engagement and improving the measurability of campaigns.

JP Colaco, SVP and Chief T-Ads Officer comments: 'Acquiring Vistar Media and Blis marks a significant step forward in T-Mobile's strategy to create truly transformative advertising solutions that are built by marketers for marketers. Advertising is at its best when it cultivates deeper, authentic connections between brands and consumers. With the addition of Vistar and Blis, T-Mobile has an incredible opportunity to deliver this experience along the customer journey with privacy-centric solutions that drive targeted, measurable outcomes'.

Blis CEO Greg Isbister (pictured) says the move marks an exciting new chapter for his company, and 'a significant step forward in our mission to reshape advertising with privacy-first, future-proof technology'. He adds: 'As traditional signals reduce, we're proud to be at the forefront of innovation, ensuring advertisers can continue to reach and engage audiences effectively'.

Blis was founded in the UK in 2004 and employs more than 300 global employees across fourteen offices in eleven countries.

Web sites are at www.t-mobile.com , www.vistarmedia.com and www.blis.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.