• by Joe Mandese , January 13, 2025

T-Mobile this morning announced a deal to acquire digital out-of-home media-buying platform Vistar Media for $600 million in cash.

The mobile services giant said Vistar would become part of its burgeoning T-Mobile Advertising Solutions unit, and that the combination "will help transform the [digital out-of-home advertising] industry by leveraging Vistar’s end-to-end ad-tech platform and scale, together with T-Mobile’s unique customer insights and data.

"As a top marketer, connectivity provider and one of the largest physical in-store retail media network operators, T-Mobile will help marketers and advertisers reach consumers with more addressable and measurable solutions, delivering greater efficiency and ROI, while enhancing the consumer experience with more meaningful and engaging content."

T-Mobile estimates it will represent a global digital out-of-home advertising network of more than 1.1 million screens across nearly 370 out-of-home media owners serving more than 3,000 advertisers.

“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," Vistar CEO and Co-Founder Michael Provenzano stated.

The deal is expected to close this quarter.