T-Mobile US, Inc. announced the closure of two strategic acquisitions this month, finalizing deals with Vistar Media, a leading digital out-of-home (DOOH) advertising technology provider, and Blis, a privacy-focused omnichannel advertising solutions company. The moves aim to bolster T-Mobile Advertising Solutions (T-Ads) by integrating advanced programmatic platforms and cookie-less targeting capabilities to enhance consumer ad experiences and marketer ROI.
Vistar Media’s acquisition, finalized on February 3, 2025, adds a programmatic DOOH platform to T-Ads’ portfolio. The integration will leverage T-Mobile’s customer insights to link digital messaging with physical environments, aiming to improve campaign measurability and audience engagement. Blis, acquired on March 3, 2025, for approximately $175 million in cash, brings cookie-less, location-based targeting tools designed to address fragmented ad landscapes as traditional identifiers like cookies phase out.
“Advertising is at its best when it cultivates deeper, authentic connections between brands and consumers,” said JP Colaco, SVP and Chief T-Ads Officer at T-Mobile. “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.”
Enhancing Omnichannel Capabilities
Vistar’s platform will enable T-Ads to streamline DOOH campaigns by connecting advertisers to digital billboards, transit screens, and retail displays using real-time data. Blis’ technology focuses on geography-based audience targeting, aiming to fill gaps left by declining third-party cookies. T-Mobile plans to use Blis’ tools to optimize its own mobile-centric campaigns while offering similar solutions to external brands.
“Blis’ advanced omnichannel targeting capabilities alongside T-Mobile’s scale and rich dataset position us to directly connect advertisers to premium inventory across all screens,” said Greg Isbister, CEO of Blis. “As traditional signals reduce, we’re proud to be at the forefront of innovation.”
Vinayak Hegde, T-Mobile’s Consumer Chief Marketing Officer, highlighted early pilot results: “Our tests with Blis demonstrated its addressability strength, particularly on mobile devices where standard identifiers fall short. It’s a key addition to our ad tech suite, with potential benefits for T-Mobile and other marketers.”
The acquisitions align with T-Mobile’s strategy to leverage its 5G network, customer relationships, and distribution channels to grow new business areas. T-Ads, which already generates over $1 billion in annual revenue, expects to add approximately $250 million in revenue, $75 million in EBITDA, and $50 million in free cash flow in 2025 from these deals. T-Mobile acquired Blis for $175 million in cash, subject to customary adjustments.
Transaction Details and Advisors
Allen & Company LLC acted as T-Mobile’s financial advisor, with Cleary Gottlieb Steen & Hamilton LLP providing legal counsel. Canaccord Genuity served as financial advisor to Vistar Media, supported by Lowenstein Sandler LLP as legal counsel. Houlihan Lokey advised Blis, with DLA Piper as its legal counsel.
