In April programmatic specialist Vistar Media acquired traditional out-of-home planning and buying software Adstruc from PJX Media. 

Since then the company has been busy making refinements to the software and has begun licensing the product to buyers and sellers throughout the industry. 

Adstruc was developed 15-plus years ago by John Laramie who later founded OOH agency PJX. The software was designed to automate the traditional out-of-home planning and buying process by tracking ad inventory in the sector nationwide.  

For nearly a decade Adstruc was licensed to about a dozen OOH agencies but in 2019 Laramie opted not to renew most of those licenses, with the exception of IPG (an early investor in Adstruc) and his own agency PJX. At the time, he said he felt the industry wasn’t embracing the software as quickly as he would have liked. 

In 2022, after an investment from Tritium Partners, Laramie stepped down as PJX CEO and was succeeded by Rick Robinson, who made the deal to sell Adstruc to Vistar Media. 

“The integration of Adstruc into our U.S. operations is a significant development in how we can work with our customers,” said Raj Lala, VP, U.S. Demand Sales and Development at Vistar Media. 

“At its core, Adstruc’s software simplifies and expedites the traditional OOH planning process for our buyers alongside our programmatic offerings. Adstruc, now being a Vistar platform, enables us to offer one of the most advanced planning tools available to the wider OOH ecosystem."  

On the sell side the software is integrated with inventory from more than 1,500 media owners including JCDecaux, Lamar Advertising Company and GSTV.   

On the buying side, current beta users include three of the major ad-marketing holding companies and independent agencies like Quan Media Group.  

Next year Vistar plans to begin marketing the software internationally.