T-Mobile has 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.
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.
In-store and Near Store Retail Media Solutions
To bring the same success it has seen in its own stores to other retailers, T-Ads — together with Vistar — is launching a full solution suite, equipping retailers with the technology and support needed to launch in-store retail media networks of their own. This solution includes hardware, software, connectivity, signage installation, as well as ad sales and operational expertise, empowering retailers to build these capabilities for their own store locations.https://www.thefastmode.com/technology-solutions/41543-t-mobile-expands-retail-media-with-vistar-and-blis-for-smarter-ad-targeting
