Sponsored by Blis • June 18, 2026 •
Alex Boras, president of Blis U.S., part of T-Mobile Advertising Solutions
For the past few years, the ad tech industry has been focused on what it stands to lose: cookies, IDs, third-party signals — the conversation has been almost entirely about subtraction.
Enough time hasn’t been spent on what the industry already has.
Many purported paradigm shifts have come and gone. While most are simply old ideas with new packaging, there’s a genuine signal front and center that the industry has consistently underutilized: carrier data.
