T-Mobile Advertising pointed to its experience during the most recent Super Bowl, when a food-delivery app that advertised during the Big Game wanted to use CTV and online video to get more life out of its Super Bowl ad. T-Moble Advertising used its data to reach 852,000 incremental new households, increase consideration by 18.6%, boost reuse of its dormant app on users’ devices by 23% and lift new app installations by 6%.

“We can be a conduit. We can be a trusted source between consumers and marketers,” Colaco said. “We get a ton of data from [our] customers that—in a privacy-centric way, with the advent of data and artificial intelligence—we can use to get the right ad to the right person at the right time. … That’s why we want to sit in the middle of that ecosystem.”