T-Mobile has announced a definitive agreement to acquire Vistar Media, the premier provider of advanced technology solutions for digital-out-of-home (DOOH) advertising. This strategic acquisition will expand T-Mobile’s advertising capabilities, delivering impactful ads to millions of consumers throughout their daily lives.
Under this agreement, T-Mobile will integrate Vistar Media’s comprehensive ad-tech solutions into its T-Mobile Advertising Solutions business. Vistar’s industry-leading offerings include an intelligent marketplace and tools to buy, sell, and manage campaigns across a global network of over 1.1 million digital screens operated by nearly 370 OOH media owners, serving more than 3,000 brand advertisers worldwide.
This partnership is poised to reshape the DOOH landscape by combining Vistar’s robust platform with T-Mobile’s unparalleled customer insights and data. As a leading marketer, connectivity provider, and operator of one of the largest in-store retail media networks in the U.S., T-Mobile aims to provide advertisers with targeted, measurable advertising solutions that enhance consumer engagement while maximizing return on investment (ROI).
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JP Colaco, SVP & Chief T-Ads Officer at T-Mobile, highlighted the significance of the acquisition: “T-Mobile is always envisioning new ways to deliver for consumers, and we see a tremendous opportunity to provide more relevant and personalized advertising. Combining T-Mobile’s customer-centric approach and its expertise as one of the nation’s 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. Together with Vistar, T-Mobile will deliver advertising solutions built by marketers, for marketers.”
Vistar Media, renowned for its innovative use of technology and data in the DOOH space, views this collaboration as a game-changer for the industry. Michael Provenzano, CEO & Co-Founder of Vistar Media, expressed his enthusiasm: “We are 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. 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.”
This acquisition reflects T-Mobile’s commitment to innovation and elevating advertising standards, offering advertisers smarter ways to connect with their audiences and ensuring consumers experience relevant and engaging content in their everyday lives.