CANNES — In today’s data-saturated world, marketers need more than access, they need results. That’s the focus at T-Mobile Advertising Solutions, where mobility insights and omnichannel reach are helping brands connect with consumers more meaningfully.
“One of the things that we’ve observed is that brands are starting to move away from siloed approach strategies and activations,” said Anthony Di Muccio, Head of National Sales at T-Ads, during a Beet.TV interview at Cannes Lions. “They’re really leaning towards brands that can offer multi-channel integrated media solutions at scale that can really drive business results and outcomes.”
T-Mobile’s media arm is built for that shift. With access to 700 million screens and up to 240 million consumers, T-Ads helps brands engage audiences throughout their day—whether they’re on their phones, connected TVs, or in stores.
Integrated solutions advantage
The shift away from siloed marketing strategies that Di Muccio observes speaks to broader industry pressure to demonstrate clear return on investment across multiple channels simultaneously. Traditional methods that optimize individual channels independently often fail to
capture cross-channel attribution and audience overlap effects.
T-Ad’s positioning attempts to address this challenge by offering what Di Muccio describes as “multi-channel integrated media solutions at scale.” That could prove particularly valuable for brands struggling to coordinate campaigns across connected TV, mobile, and traditional digital channels.
The telecommunications industry’s entry into advertising also coincides with increasing privacy restrictions that limit traditional targeting methods, potentially making first-party mobility data more valuable as third-party cookies and device identifiers become less reliable.
Data differentiation
T-Mobile’s advertising strategy centers on what Di Muccio characterizes as fundamentally different data assets compared to traditional digital advertising platforms. The company’s first-party mobility data focuses on app ownership and usage frequency rather than web browsing behavior or purchased data segments.
“Our data is differentiated in the marketplace being its first party mobility data that focuses on app ownership as well as app frequency,” Di Muccio explained. “It gives brands the opportunity to target more precisely based on consumer’s interests and behavioral points of interest.”
Unlike social media networks, app providers, publishers, or platforms that capture specific user interactions, mobile carriers possess comprehensive device usage patterns that span all applications and services.
Di Muccio identified this data advantage as enabling “interest-based audience profiles” that provide more consistent targeting across different advertising channels and environments.
Marketer-built solutions
T-Mobile’s product development philosophy emphasizes internal usage validation before market introduction. Di Muccio noted that the company’s advertising tools are “products that are built by marketers for marketers… All of our solutions are built with marketers in mind. These are tools and product solutions that we leverage ourselves,” he said. T-Mobile’s marketing teams test and validate T-Ads products internally before bringing them to market—ensuring they’re purpose-built for actual campaign needs.
Future positioning
The strategy creates what Di Muccio described as a “full funnel, full day ecosystem” powered by privacy-centric first-party data, attempting to address both upper-funnel brand awareness and lower-funnel conversion objectives within a unified platform approach.
Di Muccio’s perspective suggests that T-Mobile views the current market timing as particularly advantageous for telecommunications companies entering advertising. “I think timing is quite good with the power of our first party data, our omnichannel solutions,” Di Muccio said.
As identity signals degrade and cross-channel attribution grows more complex, advertisers are searching for platforms that can prove outcomes—without compromising on privacy. T-Ads is stepping up to meet that moment.
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