T-Mobile Buying Digital Ad Company Vistar Media for $600M

T-Mobile on Monday announced plans to buy digital-out-of-home ad company Vistar Media for $600 million. Vistar works with other companies to place ads on digital screens on billboards, at bus stops and the like. The company will become part of T-Mobile’s Advertising Solutions business. “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,” T-Mobile said: “The timing is perfect for this transformation as digital screens still represent a small percentage of the overall [out-of-home] advertising market and are becoming more accessible.” T-Mobile said it hopes to close the buy in Q1.