T-Mobile Makes Its Mobile Data Exclusive To Vistar For Out-Of-Home Targeting

AdExchanger reports T-Mobile Advertising Solutions is now making its mobile data available only through Vistar Media, the out-of-home ad platform it acquired in January 2025 for $600 million, letting advertisers activate off-the-shelf and custom audiences built on T-Mobile's first-party location and app-usage insights. Jess Zhu, head of advertising products at T-Mobile, said the exclusivity is driven by tightening regulation around location data and mobile device identifiers, which stops T-Mobile sharing it with any third-party platform; it mirrors how T-Mobile already makes data exclusive to the omnichannel DSP Blis. Kepler's Hannah Grobmyer, whose agency tested the integration, said clients can now bring the app-based targeting signals they use in-app to OOH screens near retail or along commuter routes. T-Mobile is also prototyping agentic AI self-serve tools to build custom audiences, expected in the first half of next year.