T-Mobile US (TMUS) unit T-Mobile Advertising Solutions has partnered with Interpublic's (IPG) IPG Mediabrands media group to support ad targeting with first-party data, the company announced at IAB NewFronts.
The deal allows IPG agencies and clients to use T-Mobile's first-party data and advertising tools directly through T-Mobile Advertising Solutions, the company said.
Advertisers will gain access to unique ad placements, including T-Mobile's in-store screens, rideshare displays, and the T-Mobile Tuesdays app, it added.
These campaigns will be powered by T-Mobile's mobile user data, offering detailed but privacy-focused insights into customer behavior, according to the company.
The partnership also focuses on research, with plans to test new ad strategies and develop tools that improve ad targeting and performance tracking, according to the statement.
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