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AdTechGod Pod
The Refresh News: March 10 - T-Mobile, Alternative IDs & The AdTech Land Grab
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!
04:18
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Quick takeaways
- T-Mobile's acquisition of Blis underscores the importance of privacy-centric advertising as it leverages first-party data from 130 million subscribers.
- Viant's acquisition of Lockr illustrates the industry's shift towards using first-party data for alternative IDs, enhancing publishers' monetization strategies amidst growing competition.
Deep dives
T-Mobile's Strategic Shift in Advertising
T-Mobile's acquisition of Bliss marks a significant move towards leveraging privacy-centric advertising solutions. By focusing on digital environments such as CTV and audio, T-Mobile aims to maximize the value of its first-party data from approximately 130 million subscribers. This approach provides advertisers the opportunity to engage with consumers effectively through relevant, real-time ads. T-Mobile's emphasis on connecting advertisers with its rich data set reinforces its intent to emerge as a powerful player in the advertising space.
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