Telco T-Mobile acquiring Vistar Media, a provider of technology solutions for digital-out-of-home (DOOH) advertisements.
The deal includes Vistar’s intelligent marketplace and technology solutions for buying, selling and managing media campaigns across a global network of more than 1.1 million digital screens provided by nearly 370 OOH media owners and serving more than 3,000 brand partner advertisers.
T-Mobile will pay approximately US$600 million in cash,.
T-Mobile's SVP and chief T-Ads officer, JP Colaco, said T-Mobile is always envisioning new ways to deliver for consumers and it sees a tremendous opportunity to provide more relevant and personalized advertising.
“Combining T-Mobile’s customer-centric approach and its expertise as one of the nations most scaled marketers, with Vistar’s leading out-of-home technology means advertisers can easily place their ads where they know their audience will be, improving every step of the customer journey," said T-Mobile's SVP and chief T-Ads officer, JP Colaco.
"Together with Vistar, T-Mobile will deliver advertising solutions built by marketers, for marketers.”
Vistar Media CEO and co-founder, Michael Provenzano, said the company is excited to join T-Mobile, a brand that truly understands the power and potential of out-of-home advertising.
“For 13 years, Vistar has pioneered using technology and data to transform OOH into a strategic and measurable channel," he said.
"T-Mobile’s belief in the future of OOH - and their decision to acquire Vistar - underscores the strength of this channel. Together, we have the opportunity to enhance our offerings for customers and partners globally, and inspire brands to think bigger and redefine how they engage with audiences in the real world.”
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