Blis says carrier data can strengthen audience strategy

Blis released a white paper Tuesday arguing that carrier data can give marketers a more accurate and durable foundation for omnichannel audience strategy as targeting gets harder across fragmented channels and devices. The report cites new survey data showing U.S. marketers are worried about data quality and increasingly open to carrier signals.

Why it matters: - Blis is making a case that audience strategy needs stronger source data as marketers lean more on modeling and AI-driven advertising. - The white paper argues carrier data can help brands understand consumers across digital and physical environments, not just inside one platform or device. - The report positions carrier signals as a way to improve reach, measurement and audience durability across omnichannel campaigns.

What happened: - Blis released a white paper titled “The New Audience Foundation: Why Carrier Data Is the Future of Audience Strategy.” - The report was published Tuesday in New York by Blis, the omnichannel advertising platform and part of T-Mobile Advertising Solutions. - Blis commissioned Sapio Research to conduct the research behind the report. - The report says 54% of U.S. marketers cite data accuracy or representativeness as a leading obstacle to audience targeting. - The report says 67% of marketers agree many audience datasets are built on siloed signals that leave brands with a fragmented view of the customer journey. - The report says 71% agree carrier data has the potential to become an important signal for the future of omnichannel advertising.

The details: - The report says consumer behavior is becoming increasingly fragmented across channels, devices and environments. - The paper examines why carrier data may provide a more cohesive view of consumer behavior across digital and physical settings. - The report also focuses on source-data quality as a growing issue for audience modeling and AI-driven advertising. - Alex Boras, president of Blis, said marketers need a stronger foundation for understanding how consumers actually behave. - Boras said carrier data provides a view across mobile engagement and real-world behavior that is not confined to a single app, platform or operating system. - In the U.S., Blis is the exclusive omnichannel activation point for T-Mobile’s carrier insights. - Blis says it turns privacy-centric carrier signals into audience intelligence that marketers can use to understand, reach and measure audiences across channels. - The research is based on a June 2026 survey of 400 senior marketing decision-makers across the U.S. and U.K. - The sample included 200 U.S. marketers at brands, advertisers and media agencies responsible for digital advertising and programmatic media investment. - The white paper is available for free download at the full white paper.

Between the lines: - The report reflects a broader industry shift toward first-party and privacy-centric signals as older targeting methods become less reliable. - Blis is linking carrier data to the next phase of omnichannel marketing, where measurement and audience quality matter as much as scale. - The emphasis on AI suggests marketers may need cleaner underlying data if automated buying and modeling are going to improve.

What’s next: - Blis is likely to keep promoting carrier data as a core input for audience planning and activation. - Marketers evaluating omnichannel strategy may use the report as a signal to reassess data sources, modeling inputs and measurement standards. - The report’s findings could push more interest in carrier-based audience intelligence across brands and agencies.

The bottom line: - Blis is betting that carrier data will become a more trusted foundation for audience strategy as marketers look for better signals in a fragmented media world.