T-Mobile to buy Vistar Media
By Derek Winkler
Mobile communications company T-Mobile has entered into an agreement to acquire digital out-of-home advertising technology company Vistar Media. The company will be acquired by the T-Mobile Advertising Solutions division. Vistar specializes in technology for buying, selling and managing media campaigns on approximately 1.1 million digital screens operated by approximately 370 media owners. The deal is valued at approximately $600 million in cash.
“T-Mobile is always envisioning new ways to deliver for consumers and we see a tremendous opportunity to provide more relevant and personalized advertising,” said JP Colaco, senior vice-president and chief T-Ads officer at T-Mobile. “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. Together with Vistar, T-Mobile will deliver advertising solutions built by marketers, for marketers.”