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.
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T-Mobile's Ad Tech Expansion
- T-Mobile aggressively expands in ad tech, acquiring Bliss for $175 million after buying Vistar.
- Bliss, a UK ad tech company, pivoted to a privacy-centric model and beat competitors like Trade Desk with location data.
Telcos' Return to Ad Tech
- Telcos are returning to ad tech, prioritizing low-risk, privacy-centric acquisitions like Bliss.
- Bliss's privacy-first approach with geo-signals minimizes GDPR risks, attracting telcos back to the ad tech space.
Publicis Acquires Lotame
- Publicis's acquisition of Lotame creates a strategic data asset within the agency landscape.
- Other holding companies may seek similar acquisitions, increasing competition and innovation in identity solutions.