T-Mobile Unveils Massive Owned Ad Inventory Expansion

by Joe Mandese @mp_joemandese, April 30, 2024

In it's first-ever NewFronts presentation, mobile carrier T-Mobile unveiled an expansion of its advertising solutions unit, boosting both digital and brick-and-mortar retail media, mobile app, and CTV inventory.

The expansion includes T-Mobile owned-and-operated inventory across its in-store retail media network, as well as more than 20,000 screens via T-Mobile and Metro by T-Mobile retail locations nationwide.

The expanded ad inventory supply also includes advertising served to 7 million users vis a vis the carrier's "T Life" app, as well as a partnership with CTV platform Plex.

T-Mobile said the aggregate reach across its screens currently is 240 million-plus consumers across screens, which can be targeted and served ads vis its "Magenta" ad platform.

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