United States – Global advertising platform Blis is set to be acquired by T-Mobile for $175m in cash, following the recent completion of T-Mobile’s acquisition of Vistar Media. Said strategic acquisitions reinforce the company’s commitment to transforming advertising through its T-Mobile Advertising Solutions (T-Ads) business by creating comprehensive solutions that unlock better and more relevant ad experiences for consumers, greater value for marketers, and meaningful growth for the business.
Through the acquisition, Blis will bolster the Un-carrier’s ability to deliver more addressable omnichannel advertising with future-proof, cookie-less technology and targeting capabilities, enhancing T-Mobile’s own marketing efforts and offering a comprehensive, privacy-centric solution for other brands.
Moreover, by directly connecting advertisers to ad inventory across any screen, the Blis platform complements T-Mobile’s end-to-end capabilities, making the company’s campaigns more efficient and empowering advertisers to reach more consumers in a fragmented advertising landscape, especially as traditional signals like cookies continue to diminish.
As part of its strategic framework for growing new businesses, the Un-carrier leverages its unique assets – embedded customer relationships, broad distribution, strong brand affinity and the most advanced 5G network – to unlock opportunities that meet clear customer needs in new areas.
In the advertising space, the company has successfully evolved internal innovations into distinctive solutions that generate over $1b in annual revenue. These acquisitions further expand and accelerate the growth of this business and are expected to contribute approximately $250m in revenue, $75 million in EBITDA, and $50m in free cash flow this year, representing additional upside to the company’s financial guidance.
JP Colaco, SVP and chief T-Ads officer at T-Mobile, said, “Acquiring Vistar Media and Blis marks a significant step forward in T-Mobile’s strategy to create truly 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. 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.”
Meanwhile, Greg Isbister, CEO at Blis, commented, “Joining T-Mobile marks an exciting new chapter for Blis and a significant step forward in our mission to reshape advertising with privacy-first, future-proof technology. 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. As traditional signals reduce, we’re proud to be at the forefront of innovation, ensuring advertisers can continue to reach and engage audiences effectively.”
Lastly, Vinayak Hegde, consumer chief marketing officer at T-Mobile, 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. 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.”
