Telecommunication company T-Mobile has acquired digital out-of-home (DOOH) technology provider Vistar Media and advertising solution company Blis.
T-Mobile paid about $USD175 million in cash to acquire Blis, before customary adjustments. The transaction successfully closed on March 3. T-Mobile’s acquisition of Vistar Media was completed on February 3.
T-Mobile SVP and chief T-Ads officer JP Colaco said this marks a significant step forward in T-Mobile’s strategy to create transformative advertising solutions that are built by marketers for marketers,.
“Advertising is at its best when it cultivates deeper, authentic connections between brands and consumers," Colaco said.
"With the addition of Vistar and Blis, T-Mobile has an incredible opportunity to deliver this experience along the customer journey with privacy-centric solutions that drive targeted, measurable outcomes.”
Blis CEO Greg Isbister said joining T-Mobile marks an exciting new chapter for the company.
“With Blis’ advanced omnichannel targeting capabilities alongside T-Mobile’s scale and rich dataset, we’re even better positioned to directly connect advertisers to premium inventory across all screens," Isbister said.
"As traditional signals reduce, we’re proud to be at the forefront of innovation, ensuring advertisers can continue to reach and engage audiences effectively.”
T-Mobile consumer chief marketing officer Vinayak Hegde said as one of the largest advertisers in the U.S., T-Mobile manages complex campaigns across multiple business units and products.
“That means we need ad solutions that are both consumer-friendly and capable of delivering results at scale. Our early pilots with Blis showed us the power of its addressability, especially on mobile devices where standard identifiers fall short," Hegde said.
"It’s a key addition to our broader suite of ad tech partners and we’re excited about its potential—not just for T-Mobile’s own campaigns, but for other marketers as well.”
In the advertising space, T-Mobile has evolved internal innovations into solutions that generate over $USD1 billion in annual revenue.
These acquisitions are expected to contribute approximately $USD250 million in revenue, $75 million in EBITDA, and $50 million in free cash flow this year.
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.