Adrian J Cotterill, Editor-in-Chief
T-Mobile (NASDAQ: TMUS) unveiled a number of new Advertising Solutions and partnerships at this week’s IAB NewFronts, one of which was a landmark strategic partnership with IPG Mediabrands, the media holding company within the Interpublic Group of Companies (NYSE: IPG).
“We’re always seeking partners that can help our clients unlock new value through innovation, scale, and smart use of data,” said Justin Wroe, U.S. CEO of IPG Mediabrands. “This partnership with T-Mobile better positions us to not only deliver performance today, but to plan for what the advertising experience will look like tomorrow.”
The partnership effetively creates a direct path for IPG Mediabrands agencies and clients to activate campaigns with T-Ad’s first-party data and product suite, while also opening up opportunities for shared innovation and test-and-learn initiatives.
The agreement will no doubt bring brands extensive benefits like omnichannel buying, and unique inventory including T-Mobile’s in-store retail media network, rideshare screens and mobile placements on T-Mobile Tuesdays.
“This partnership allows us to bring IPG Mediabrands clients directly into the T-Mobile ecosystem in a meaningful way,” said JP Colaco, Chief T-Ads Officer, T-Mobile Advertising Solutions. “From brand discovery to measurement and experimentation, this is about building a long-term foundation that supports smarter, more dynamic campaigns across channels.”
Beyond empowering more brands with T-Mobile’s transformative solutions, the collaboration sets the stage for long-term innovation and paving the way for more tools that help marketers deliver the right ad to the right person at the right time with measurable results.
See also ‘T-Mobile T-Ads In-Store Retail Media Solutions’ here.
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