T-Mobile Enters Rideshare Advertising with Acquisition of Octopus Interactive

The deal marks T-Mobile's entrance into the rebounding digital out-of-home sector

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T-Mobile USA’s advertising unit announced today that it is buying Octopus Interactive, a network of interactive video screens inside Uber and Lyft, marking the telecoms company’s entry into interactive out-of-home advertising.

Octopus is the largest national network of its kind, according to a press release. The terms of the deal were not disclosed.

“The beauty of Octopus is it allows us to create more distribution,” vp and gm of T-Mobile’s ad-tech division, Marketing Solutions, Mike Peralta told Adweek.

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