T-Mobile said its Advertising Solutions (T-Ads) business will soon integrate its purchases of Vistar and Blis. #pressrelease
May 6, 2025
Today at IAB NewFronts, T-Mobile (NASDAQ: TMUS) announced new capabilities that bring advertisers scalable and data-enabled solutions — even across hard-to-reach channels. First, T-Mobile Advertising Solutions (T-Ads) unveiled that its premium first-party data is now available within the Vistar platform, with Blis integration coming soon — expanding the impact of omnichannel and DOOH campaigns. Second, T-Ads announced in-store retail media solutions — developed with the recently acquired Vistar — for retailers looking to build their own in-store solutions. These offerings make it easier than ever for marketers to deliver the right ad to the right person at the right time with measurable results.
By harnessing high-intent behavioral data — such as app ownership and app engagement — T-Ads gives advertisers the opportunity to reach key audiences with greater precision and relevance. These privacy-centric data segments are now available programmatically through Vistar's self-service demand-side platform (DSP) for DOOH inventory, and will soon be accessible through Blis's omnichannel planning, buying and measurement platform. As a wireless provider with direct customer relationships, T-Mobile offers a unique vantage point into real-world consumer behavior — enabling smarter targeting, stronger relevance and better ROI for advertisers across screens and channels.
In recent display testing by T-Mobile's Media team, the Blis platform helped them to efficiently reach their target audience, even in iOS or ID-less environments where addressability typically breaks down. Over the test period, compared to other leading DSPs, Blis drove 1.5x more iOS conversions and 61% more conversions overall at a 29% lower CPA, with lift in incremental sales measured overall.
Read the full press release here.
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