Case Study

Full IP Sharing Unlocks 5%+ Revenue Lift for T-Mobile Advertising Solutions

Tags
Google Ad Manager

T-Mobile Advertising Solutions is a data and media business that leverages privacy‑centric solutions to power meaningful brand connections. The platform offers innovative advertising technology across its premium owned-and-operated inventory, including MetroZone, M‑Play, T‑Play, and Webs.

The challenge

T-Mobile Advertising Solutions needed to share more granular signals to increase ad effectiveness and maximize monetization. Across its premium mobile O&O inventory, the primary goals were to increase buyer demand and improve measurement to drive higher value from campaigns. Top buying partners identified IP address as the most valuable signal to increase confidence when bidding at higher CPMs, enabling more accurate measurement and stronger demand for premium inventory.

The approach

Ad Manager’s opt‑in, one‑click solution enabled T-Mobile Advertising Solutions to unlock the value of Full IP sharing while maintaining control and transparency. Ad Manager’s no‑code controls empowered T-Mobile Advertising Solutions to seamlessly route Full IP to Authorized Buyers, Open Bidders, SDK bidders, and Google demand. The team initially tested Full IP sharing with a top buying partner and used internal reporting to validate performance. Following the successful test, Full IP sharing was expanded to additional buying partners.

The results

  • +5%
    Total Revenue lift
  • +4%
    Revenue lift across Web
  • +6%
    Revenue lift across App

With Full IP enabled across premium inventory, buyers were able to improve measurement and targeting, resulting in increased demand and significant revenue uplift across T-Mobile Advertising Solutions’ O&O inventory.

— Chieh Yang, Head of Programmatic Supply & Monetization at, T-Mobile

  1. T-Mobile internal reporting data 2026. Individual results may vary.

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