T-Mobile Advertising Solutions Launches Retail Media Network in NewFronts Debut, reports AdWeek

T-Mobile Advertising Solutions announced at IAB NewFronts its expansion into retail media, planning to leverage over 20,000 screens across 11,000 U.S. stores to enhance its advertising reach through the T Life app.

The initiative taps into the growing $54 billion U.S. retail media market, positioning T-Mobile alongside major players like Amazon and Target.

Furthermore, T-Mobile is partnering with the ad-supported streamer Plex to integrate advertising across multiple channels, leveraging data from its 119 million global subscribers to enhance ad targeting and create seamless customer experiences. This reflects T-Mobile’s strategy to adapt to changing consumer and technological demands in advertising.