T-Mobile

Meta’s not beating the scam ads allegations; SEO tools are getting into AI prompts; and the telcos are at it again.

Mobile apps are now at the center of the consumer relationship. They’re where customers browse, buy, stream, check balances and redeem loyalty rewards. However, app measurement remains one of the weakest links in modern marketing.

Broadsign may actually be building a platform that will make an attractive acquisition target down the road. And one of the major cross-platform Big Tech players feels like the most likely buyer.

High school sports are very different now than when I was a teenager. As is the case with basically all forms of modern entertainment, they’ve faced some disruption by the rise of streaming video – as well as the ads that often follow.

T-Mobile may be considering an acquisition in the mobile data market; Google’s glitch shuts down ads for a weekend; and ad tech’s old guard is salivating over AI startups.

M&A started off with a bang in 2025. T-Mobile bought Vistar Media, and The Trade Desk bought Sincera. With a special guest from LUMA Partners, Conor McKenna, we explore the rationale for these ad tech acquisitions.

Despite Google’s recent decision to continue support for third-party cookies on Chrome, the ongoing degradation of legacy identifiers and data signals within the digital marketing ecosystem continues at an impressive pace.

In today’s newsletter: Mobile and email providers face political blowback if they enforce ad policies; a new analytics startup sets its sights on Amazon attribution; and CFOs and CMOs are more aligned than you might think.

In today’s newsletter: The CMA still has a bone to pick with the Chrome Privacy Sandbox; the FCC fines mobile carriers for selling customer location data to data brokers; and the Financial Times is the latest publisher to strike a licensing deal with an AI company.

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Pod One Out Podcast advertising is in a tough spot. Although ad sellers are cautiously optimistic about 2024, as more listeners tune in and programmatic audio grows (albeit slowly), podcast advertising overall has been stuck in first gear for years, Digiday reports. What […]

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Watch Party Advertisers and creators have dinged Netflix in the past for its lack of transparency into streaming ratings. Netflix answered critics this week with a surprise data dump – its first real viewership report. The report, which Netflix will release twice a […]

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. On The Spot Spotify added 10 million subscribers since last year, bringing its total to 220 million paid users. Most streaming TV services would hire a troupe of trumpeters to announce that news. For Spotify, though, it isn’t enough to assure investors of […]

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Follow Your Intuition, I Guess Intuit, which owns Mailchimp and accounting software like TurboTax and QuickBooks, is launching an ad network called SMB MediaLabs, Adweek reports. As the name implies, Intuit’s media business is a “small business-focused media network.” But it’s focused on […]

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Who Needs Trust And Safety? Big Tech companies are eliminating thousands of positions.  Layoffs have largely impacted trust and safety and AI ethics teams, CNBC reports. Meta announced plans to cut 21,000 jobs in 2023, a culling CEO Mark Zuckerberg described as the […]

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Retail Wagging The Dog Retail media networks are advertising businesses. Usually. Sort of. For many retailers, the data-driven ad practice serves different purposes. Lowe’s announced new digital products for contractors and other professionals, reports Retail Dive.

Mobile phones have come to play a large role in today’s commerce landscape, driven in part by consumers being confined to their homes for much of the past few years. In fact, 90% of adults in the US are shopping with their smartphones.

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. The Engine Room The Justice Department held a tutorial session with a judge and Google’s counsel to prepare for an antitrust trial beginning next year, Bloomberg reports.  The tutorial is a reminder how difficult it can be to manage a Big Tech suit. […]

Data-driven marketing is about more than just addressability. It’s about using data to inform media planning, storytelling, creative execution, media-buying tactics and the full spectrum of the advertising process – not just individual targeting.

Instead of a funnel that slows traffic, we need to create a ubiquitous, always-accessible “sales superhighway” that provides countless on-ramps. This change of perspective will impact both how we define our potential audiences and the speed with which we have meaningful interactions with them, writes Lance Porigow, EVP of growth at The Shipyard.

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Tele-Come And Go The telco ad tech hypothesis has lost its shine.  Verizon ditched its ad tech assets, aka, AOL and Yahoo bundled as Oath and now back to Yahoo as a private equity-backed business. AT&T abandoned advertising as the third pillar of […]

It’s become a familiar tale over the years: a major telco makes a big investment in ad tech followed by buyer’s remorse. AT&T and Verizon offloaded their respective ad tech stacks, Singtel is reportedly looking to divest Amobee and Telenor sold Tapad. But T-Mobile is defying the trend. On Monday, T-Mobile Marketing Solutions, its ad […]

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Vive La Privacy Will the IDFA have its day in court? As developers scramble to prepare for Apple’s iOS 14 privacy changes, which could roll out any day now, a French lobbying group is taking a different tack. France Digitale, which represents startups in […]

TV ad measurement provider iSpot.tv has acquired Ace Metrix, a company that screens and scores video advertising using a survey-based methodology. The deal will help iSpot track both business outcomes and the brand impact of ad creative and media in real-time, including persuasion, likeability, watchability, purchase intent, brand recall and emotional factors. Advertisers can use […]

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. The Peacock Measures Its Feathers Ah, there’s nothing that says autumn like the fresh scent of outcome-based measurement on TV! NBCU now has a proprietary program called Total Investment Impact that tracks how ads drive sales, reports Digiday. The program also looks at how other, non-ad-related […]

You’ve heard of dynamic product placement. So, why not dynamic audio? Spanish-language broadcaster Univision is experimenting with a new advanced TV product that dynamically swaps out the generic sounds in an episode and replaces them with a bit of branded audio. T-Mobile is Univision’s first partner for the initiative, which debuted during the Monday night […]

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. The Race To 5G  Sprint and T-Mobile’s $26 billion merger was approved by the Federal Communications Commission on Thursday. The vote came in 3-2 along party lines, with both Democratic commissioners opposing the deal. The companies still face a legal battle from state attorneys […]

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Without Peer Sizmek offloaded its contextual advertising company Peer39 to private equity firm O3 Industries for $18 million, Business Insider’s Lauren Johnson reports. O3 reportedly beat out other bidders including The Trade Desk and Zefr. So what’s the future of Peer39? Mario Diez, whose […]

The Department of Justice gave final approval Friday to T-Mobile’s $26 billion merger with Sprint. The third and fourth largest carriers in the United States will soon be one. But there are some caveats that come with the DOJ’s approval, including requiring both companies to divest some spectrum and certain prepaid wireless assets to Dish […]

Although the Justice Department could try to block the proposed T-Mobile/Sprint merger (maybe), Federal Communications Commission Chairman Ajit Pai bestowed his blessing on the deal earlier this week. If T-Mobile and Sprint manage to merge, they’ll have around 126 million subscribers and become the third largest telco in the United States behind Verizon and AT&T, […]

The marketers at T-Mobile and Anheuser-Busch InBev have to support very different businesses. T-Mobile competes in the hotly contested world of US telcos, while AB InBev sells beer around the world. But both have started bringing aspects of their marketing initiatives in-house, and their respective strategies differ based on their unique marketing needs and where […]