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DooH: T-Mobile Markets 700,000 Screens

The US subsidiary of Deutsche Telekom surprised the industry with the announcement to acquire DooH programmatic provider Vistar Media. In Europe, little is known about T-Mobile’s DooH and retail media portfolio in North America. Here’s an overview.

In May 2024, T-Mobile announced its new advertising platform strategy – in addition to retail media networks / DooH, it also includes, unsurprisingly, mobile and CTV. T-Mobile operates and markets a total of 20,000 screens at over 11,000 sales outlets across America. Every month, over 28 million people visit T-Mobile stores, where they see ads from Retail Media Networks, powered by anonymized T-Mobile data. Additionally, customers are addressed through ads on the T Life app.

T-Mobile also operates around 100,000 displays in ride-share vehicles like Uber and Lyft. In total, T-Mobile Advertising Solutions markets approximately 700,000 DooH and retail media screens, most of which are third-party inventory.

Reach of 240 million consumers

Of course, T-Mobile relies on programmatic marketing beyond public screens. Combined with mobile and CTV, the platform reaches 240 million consumers in total. The US subsidiary has an immense treasure trove of anonymized first-party data that is relevant for target group-specific campaign delivery.

T-Mobile sees itself as a trustworthy intermediary between consumers and marketers and wants to position itself at the heart of the digital advertising ecosystem. With the takeover of Vistar Media, the Magenta Group now has additional necessary tools.