T-Mobile $600M acquisition of Vistar Media

T-Mobile announced a $600M acquisition of Vistar Media, an ad tech leader specializing in programmatic digital out-of-home (OOH) advertising.

The OOH ad space is evolving—forecasted to hit $56.1B by 2025 (GroupM). With Vistar’s network of 1.1M+ digital screens in high-traffic areas like Times Square, gyms, and airports, T-Mobile is tapping into a fast-growing channel.

While competitors are stepping away from ad tech, T-Mobile is doubling down on its ad business. From its acquisition of Octopus Interactive in 2022 to the launch of its retail media network, T-Mobile is building a diversified ecosystem of ad solutions.

This deal combines: :bar_chart: T-Mobile’s customer insights and data :desktop_computer: Vistar’s programmatic technology and scale It’s a partnership designed to redefine how brands connect with audiences in physical and digital spaces.

With digital OOH expected to account for 42% of revenue by 2025, T-Mobile is positioned to ride this transformation—and lead it.