T-Mobile has completed its acquisitions of Vistar Media, a leader in digital out-of-home (DOOH) advertising tech, and Blis, known for its privacy-focused ad solutions. The move strengthens T-Mobile Advertising Solutions (T-Ads), expanding its reach across multiple channels while enhancing targeting capabilities for brands.
By merging Vistar’s out-of-home expertise with Blis’s targeted, privacy-compliant data, T-Mobile aims to offer marketers a seamless, end-to-end advertising solution. The acquisitions position the telecom giant as a formidable player in the evolving ad tech landscape.
Serious player
The message is loud and clear: T-Mobile is no longer just a telco. It’s a serious player in the advertising arena, poised to leverage its vast user base and newly acquired tech to deliver a comprehensive, data-driven advertising experience. The industry should brace for a shake-up as T-Mobile positions itself as a key intermediary in the future of digital advertising.
Senior vice president and chief T-Ads officer, at T-Mobile, JP Colaco, has called the acquisitions “a significant step forward in T-Mobile’s strategy to create truly transformative advertising solutions that are built by marketers for marketers”.
Colaco added: “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.”
Senior vice president and chief T-Ads officer, at T-Mobile, JP Colaco.
Empire building
T-Mobile’s acquisition of Vistar Media isn’t just a purchase, it’s a strategic siege on the DOOH market. By merging Vistar’s programmatic prowess with its own data goldmine, T-Mobile is poised to deliver a hyper-targeted, measurable out-of-home experience.
Think seamless digital-to-physical campaign integration, amplified by precise audience insights, a direct challenge to traditional OOH measurement.
Blis strengthens T-Mobile’s ability to deliver precise, cookie-free omnichannel advertising, giving brands a future-proof way to target audiences. The platform’s seamless connection to ad inventory across all screens ensures advertisers can navigate a fragmented media landscape while maximising reach.
“Joining T-Mobile marks an exciting new chapter for Blis and a significant step forward in our mission to reshape advertising with privacy-first, future-proof technology,” said Blis CEO Greg Isbister.
Blis CEO Greg Isbister.
“With Blis’ advanced omnichannel targeting capabilities alongside T-Mobile’s scale and rich dataset, we’re even better positioned to directly connect advertisers to premium inventory across all screens. As traditional signals reduce, we’re proud to be at the forefront of innovation, ensuring advertisers can continue to reach and engage audiences effectively.”
T-Mobile consumer chief marketing officer, Vinayak Hegde, says the company already manages “complex campaigns across multiple business units and products”.
“That means we need ad solutions that are both consumer-friendly and capable of delivering results at scale. Our early pilots with Blis showed us the power of its addressability, especially on mobile devices where standard identifiers fall short. It’s a key addition to our broader suite of ad tech partners and we’re excited about its potential – not just for T-Mobile’s own campaigns, but for other marketers as well.”
Customer needs
T-Mobile’s “Un-carrier” strategy extends beyond mobile plans; it’s a blueprint for leveraging its core assets – network, customer data, and brand – to conquer new markets. The company’s advertising division, already a billion-dollar revenue stream, is now supercharged by strategic acquisitions, proving T-Mobile’s ability to turn infrastructure into profit beyond connectivity.
The company says the Vistar and Blis deals aren’t just about expanding reach; they’re about financial engineering. T-Mobile projects an immediate $250 million revenue boost, with substantial EBITDA and free cash flow gains, exceeding initial financial forecasts.
Ultimately, T-Mobile is transforming from a telco to an advertising ecosystem. By integrating acquired tech with its existing infrastructure, the company is positioning itself as a key player in the data-driven advertising space.
T-Mobile paid approximately $175 million in cash to acquire Blis, before customary adjustments. The transaction successfully closed on March 3, 2025. T-Mobile’s acquisition of Vistar Media was completed on February 3, 2025.