The FPC Podcast
Episode 13: T-Mobile buys Blis, Publicis acquires Lotame, the evolution of Super Signal Aggregators (SSAs)
Mar 13, 2025
Discover T-Mobile's bold $175 million acquisition of Bliss, pushing the boundaries of privacy-centric ad tech. Explore Publicis's strategic purchase of Lotame and its ripple effects in the industry. Dive into the evolution of ad technology, focusing on supply path optimization and the rise of super signal aggregators. Learn how AI is reshaping product development while highlighting the need for caution in its implementation. This insightful discussion explores the ongoing balance between innovation and safety in the ever-evolving ad landscape.
37:54
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Quick takeaways
- T-Mobile's acquisition of Bliss demonstrates a strategic shift towards privacy-centric advertising solutions leveraging location data amidst evolving regulatory environments.
- Publicis's buy of Lotomi enhances its data capabilities, illustrating the growing trend among agencies to prioritize in-house data solutions in a competitive ad tech landscape.
Deep dives
T-Mobile's Strategic Acquisition of Bliss
T-Mobile has made a significant move by acquiring Bliss for $175 million, indicating a strong commitment to expanding its presence in the advertising technology sector. Bliss has successfully transformed its business model to become privacy-centric, moving away from cookie-based tracking and instead focusing on location data in compliance with GDPR regulations. This shift provided a competitive edge, as Bliss consistently surpassed major competitors in utilizing location data effectively. The all-cash nature of the deal marks a rare occurrence in the industry, highlighting a successful exit for Bliss and affirming the value of innovative ad tech companies in Europe.
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