Telecoms giant T-Mobile on Wednesday announced that it closed a deal on Monday to acquire Blis, an adtech company specializing in location-based advertising, for approximately $175 million in cash.
Blis’ technology forgoes identifiers like third-party cookies and relies on privacy-conscious tools for ad targeting based on location data. T-Mobile believes the company’s capabilities will complement its existing ad business, which generates over $1 billion in annual revenue.
T-Mobile CMO Vinayak Hegde said that Blis’ technology evidences the power of addressability in mobile—and is stepping in to provide a viable means of targeting amid widespread signal loss on the open web.
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