Blis

What Blis does

Blis, founded in London in 2004 by Greg Isbister, is a geo-powered omnichannel Demand-Side Platform (DSP) that plans, buys, and measures advertising campaigns without relying on cookies, IDs, or personal data. The platform is structured around geography as the primary identifier and combines Blis's two decades of proprietary location and movement data with exclusive telco signal assets, most notably T-Mobile's proprietary app usage and behavioral data following T-Mobile Advertising Solutions' $175 million acquisition of Blis in 2025, alongside an exclusive UK data deal with Virgin Media O2 Business. Core product components include the Audience Explorer planning platform, the Dynamic Audience Targeting cookieless buying engine, the patent-pending Smart Holdout Groups omnichannel measurement solution, and Blis AI, a natural-language planning tool launched in June 2025 that converts campaign briefs into qualified audience recommendations.

The company serves two primary customer segments: global advertisers and brands (including Fendi, ALDI, BMW, Nike, Halifax, Three Mobile, Mentos, and Ben & Jerry's) and major media agencies, which Blis works with across every major holding company globally. Its go-to-market combines enterprise field sales, agency channel partnerships, and a self-service Audience Explorer offering for mid-market media teams. Revenue is generated through programmatic media buying fees on the DSP, capped data fees for premium content partnerships, and subscription-style fees for measurement services, typically under multi-year enterprise contracts with no media markup. Blis operates from eight offices across the UK, US, Netherlands, Italy, Spain, Australia, India, and Singapore, serving 40+ markets, and is now positioned as the omnichannel DSP arm of T-Mobile Advertising Solutions (T-Ads).

Name

Blis

Legal name

Blis Global Limited

Website

https://blis.com

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

251–500 employees

Short description

Blis is a London-headquartered omnichannel DSP offering geo-powered, cookieless advertising technology to global brands and every major media agency across 40+ markets. Now part of T-Mobile Advertising Solutions following a $175 million acquisition in 2025, it integrates proprietary telco data with its Audience Explorer platform for planning, ID-less buying, and measurement.

Ownership category

akta.pro rank

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices8 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

Personnel, Technology or R&D, Marketing or Sales, Infrastructure, Operations

Revenue model

1. Programmatic Media Buying: Fees charged for programmatic advertising buying through the DSP platform across display, native, audio, online video, CTV, and DOOH channels
2. Data Services: Data fees for accessing audience intelligence and targeting capabilities, capped to not scale up for premium content
3. Measurement Services: Fees for omnichannel measurement solutions including Smart Holdout Groups for brand lift, footfall, sales, and custom metrics

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels7 records

Core offering

Blis operates a geo-powered omnichannel Demand-Side Platform (DSP) that enables advertisers and agencies to plan, buy, and measure advertising campaigns across display, native, audio, online video, CTV, and DOOH channels. The platform is built on geography rather than identity, enabling cookieless audience targeting and measurement that does not rely on personal data, and combines T-Mobile proprietary app and movement data with Blis' 20 years of location intelligence.

Product overview

Blis is an omnichannel advertising platform (DSP) built on geo-powered technology, structured around geography rather than identity. The core offering is the Blis DSP, which provides end-to-end campaign management through three key functions: Plan (via Audience Explorer and Blis AI for audience discovery), Buy (using Dynamic Audience Targeting for cookieless targeting), and Measure (via Smart Holdout Groups for omnichannel attribution). The platform integrates T-Mobile's proprietary telco data for enhanced targeting and operates across 40+ markets globally. Blis AI is the natural language-powered planning tool that sits within the platform, while Smart Holdout Groups provides the patent-pending measurement technology that connects online campaigns to offline outcomes without relying on cookies or IDs.

Differentiator

Problem solved

Functional benefit

Brands

• Smart Holdout Groups: Patent-pending omnichannel measurement technology that creates statistically balanced target and control groups at the zip code level using machine learning.
• Blis AI
• Audience Explorer
• Dynamic Audience Targeting

Products and services

• Blis DSP (Omnichannel Demand-Side Platform) Omnichannel DSP for planning, buying and measuring advertising campaigns across display, native, audio, online video, CTV, and DOOH channels, with built-in ID-less buying technology and Audience Explorer for audience planning.
• Audience Explorer Audience platform providing end-to-end omnichannel campaign management, audience insight and actionable intelligence, operating without cookies or IDs and using geo-based data as the core identifier.
• Smart Holdout Groups Patent-pending, ID-free omnichannel measurement technology that uses geo-based A/B holdout groups to measure incremental campaign impact across all channels, including DOOH, Audio, and CTV.
• Blis AI AI-powered media planning tool that converts campaign briefs into qualified audience recommendations using natural language inputs, drawing on Blis' location, lifestyle, purchase and behavioral data.

Quantifiable outcome

• 2x performance and halve costs with geo-driven campaigns
• +5 more outcomes

Named customers9 records

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration42 records

AI capability8 records

Feature7 records

Partnerships

Eight partnerships are on record, tiered core and minor.

• MastercardcoreTechnology or Integration · 1 June 2025Partnership for omnichannel measurement connecting online campaigns to offline sales. Blis and Mastercard are redefining incremental measurement by linking campaign exposure to real-world purchase data.
• PMG (Alli Marketplace)coreGTM or Marketing Partner · 1 June 2025Blis joined PMG's Alli Marketplace as Launch Partner, ushering in a new era of intelligence-led advertising access for PMG's clients.
• Virgin Media O2 BusinesscoreTechnology or Integration · 1 October 2024Exclusive deal with Virgin Media O2 Business to enhance advertising offering with additional telco data capabilities for audience targeting and measurement.
• Google CloudcoreTechnology or IntegrationInfrastructure partner for hosting Blis's platform and services. Google is carbon neutral today and committed to be carbon free by 2030, supporting Blis's sustainability commitments.
• UK Mobile NetworkscoreTechnology or IntegrationData partnerships with every major UK mobile network for app usage data that enables app usage lift measurement capabilities.
• Save the ChildrenminorOthersAnnual fundraising partnership with global teams rallying behind Save the Children cause.
• Osservatorio Internet MediacoreStrategic or Co-development PartnerBlis is a supporter of Osservatorio Internet Media del Politecnico di Milano for 2025/2026 research on DOOH and digital advertising trends in Italy.
• Vistar MediacoreTechnology or IntegrationT-Mobile acquired both Vistar Media ($600M) and Blis ($175M) to combine programmatic out-of-home capabilities with Blis's open web reach for expanded market coverage.

Scale indicators15 records

Recent moves9 records

Expansion highlights7 records

Direct peers

• The Trade Desk: Independent omnichannel DSP offering programmatic media buying across display, video, audio, CTV, and DOOH. Most direct competitor to Blis in cookieless/ID-less targeting and omnichannel campaign management for agencies and advertisers.
• Magnite: Independent sell-side programmatic platform with strong CTV and DOOH inventory; the Vistar Media asset (acquired by T-Mobile alongside Blis) directly overlaps with Magnite's DOOH business, making it a key comparable for Blis's omnichannel reach.
• Pubmatic: Independent programmatic ad-tech platform offering header bidding, omnichannel demand, and supply-path optimization for agencies and brands. Comparable to Blis in serving the same media-agency and brand-buying ecosystem.
• Adform: European-headquartered full-stack programmatic DSP/SSP with cookieless identity solutions, serving advertisers and agencies globally. Closest geographic and product-model peer to Blis.

Emerging players

• LiveRamp: Data collaboration and identity resolution platform enabling advertisers to activate first-party data across the open web. Comparable to Blis in addressing cookieless audience targeting, but complementary rather than directly competing on media buying.
• Foursquare: Location intelligence and footfall attribution platform serving advertisers with movement data and POI analytics. Comparable to Blis's geo-data foundation and location-powered targeting, but focused on data and measurement rather than DSP execution.
• Cuebiq: Location intelligence and footfall attribution provider integrating with DSPs for offline measurement. Comparable to the measurement layer of Blis's Smart Holdout Groups and a listed integration partner of the Blis platform.

Broad incumbents

• Google Display & Video 360: Google's enterprise DSP offering omnichannel programmatic buying within the Google Ads ecosystem, including the Privacy Sandbox as its cookie-deprecation response. Broad incumbent competing with Blis on omnichannel reach and agency tooling.
• Amazon DSP: Walled-garden DSP from Amazon leveraging first-party commerce and audience signals for programmatic buying. Represents the largest competitive threat to independent DSPs like Blis given data scale and closed-loop purchase measurement.
• Yahoo DSP: Yahoo's omnichannel DSP (formerly Verizon Media) serving agencies with identity and contextual solutions. Broad incumbent and direct competitor in the enterprise programmatic space, co-panelist with Blis at POSSIBLE 2026.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/BlisGlobal
• YouTubeyoutube.com/channel/UCUFj-LcRs1ilIFHt-yeiYiA
• Facebookfacebook.com/BlisGlobal
• LinkedInlinkedin.com/company/blisglobal
• Instagraminstagram.com/blis_global/?hl=en

Compliance7 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles17 records

Subsidiaries8 records

Funding overview

Funding rounds5 records

Investors9 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Blis