T-Mobile Leverages First-Party Data for Personalized Ad Experiences: Di Muccio

When you’re a company that owns customers’ means of accessing communications and content services, first-party data comes by default.

By aggregating data based on app ownership, frequency of use, and time spent, T-Mobile Advertising Solutions gains valuable insights into consumer behaviors and interests.

“Having first party data makes it easier to understand your customer and being able to deliver experiences that are relevant and matter most to the end consumer,” said Anthony Di Muccio, Head of National Sales at T-Ads, T-Mobile Advertising Solutions, in this video interview with Beet.TV.

Authentic Human Connection in Retail Media
The company has also acquired a business that places screens in the back of rideshare vehicles and is also installing screens in its own 12,000 stores across the US.

“We’re very much so a large participant in the marketplace as well, and that provides insights into our customers, true wants and needs,” Di Muccio said.

By leveraging these insights, T-Mobile aims to create more custom and relevant ad experiences that matter most to the end consumer, setting itself apart from other players in the retail media space.

Measuring Success Through Business Outcomes
The company helps brands measure sales lift, purchase intent, and in-store conversions through its retail media network.

“At T-Ads, we are super focused on driving real business results for our partners and clients and want to be sure that we’re driving real business outcomes so they see tangible results,” Di Muccio emphasized.

In addition to these metrics, T-Mobile leverages its first-party SKU-level data to measure additional performance and outcomes, providing a comprehensive view of the effectiveness of its advertising solutions.

You’re watching “The Retail Media Revolution: Powering Performance and Driving Trust,” a Beet.TV Leadership Series, presented by DoubleVerify.