AdTechGod Pod The Refresh News: March 10 - T-Mobile, Alternative IDs & The AdTech Land Grab
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Mar 10, 2025 This week, big moves in ad tech are shaking things up! T-Mobile expands its ad business by acquiring Blis, focusing on privacy and omnichannel strategies. Viant's purchase of Lockr aims to boost publishers' use of first-party data with alternative IDs. Publicis strengthens its market position with the acquisition of Lotame, bringing in 4 billion consumer profiles. Plus, the challenges surrounding scaling identity solutions in ad tech take center stage. Finally, the implications of Google’s ongoing legal battles are explored!
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T-Mobile's Ad Tech Strategy
- T-Mobile is strategically positioning itself in low-latency environments like DOOH, CTV, and audio.
- This strategy aims to fully leverage its mobile data set and offer advertisers a way to connect with consumers in relevant, real-time ad formats.
Viant's Acquisition of Locker
- Viant acquired Locker to help publishers integrate first-party data into alternative IDs.
- Viant aims for wider adoption of their alternative IDs like Household ID and Iris ID, but publishers will still access other IDs like UID 2.0.
Challenges of Alternative IDs
- Kait expresses pessimism about alternative identifiers in ad tech, not due to their ineffectiveness, but due to the multitude of providers.
- This competition hinders meaningful scale for any single identifier.