Vistar Media
Vistar Media operates the world's largest programmatic digital out-of-home advertising platform, connecting 3,000+ brand advertisers and 370+ media owners to 1.1 million+ digital screens across 30+ countries via DSP, SSP, Ad Server, Cortex CMS, and Adstruc software. Acquired by T-Mobile in January 2025 for approximately $600 million.
- Company typePrivate
- Founded2012
- HeadquartersNew York, United States
- Headcount101–250
- GTM typeB2B
- OfferingSoftware
What Vistar Media does
Vistar Media, founded in 2012 and headquartered in New York, operates the world's largest programmatic digital out-of-home (DOOH) advertising technology platform. The company serves three primary customer segments — agencies and brand advertisers (3,000+ globally), media owners (370+ networks), and retailers — by providing an end-to-end ad-tech stack comprising a demand-side platform (DSP), supply-side platform (SSP), enterprise Ad Server, Cortex device and content management system, and Adstruc traditional OOH planning software (acquired April 2024 from PJX Media). The platform connects advertisers to over 1.1 million digital screens across 30+ countries, processing more than $1 billion in annual OOH investments through programmatic transaction fees, enterprise software subscriptions, and marketplace commissions.
The underlying technology relies on data-driven campaign execution including real-time bidding, audience targeting, dayparting, geotargeting, weather-triggered creative adaptation, dynamic creative optimization, and integrations with major DSPs (Google DV360, The Trade Desk) via Deals APIs. Vistar offers additional modules including Programmatic Guaranteed (with screen-level pacing), Creative Studio for 3D motion and dynamic formats, Vistar Verify for inventory quality standards, and Vistar Academy for industry education. Go-to-market combines direct enterprise sales with self-serve programmatic platforms and channel partnerships (notably with Swiftly in retail media and Accretive for omnichannel execution). In January 2025, T-Mobile acquired Vistar Media for approximately $600 million in cash, integrating it into T-Mobile Advertising Solutions to combine Vistar's DOOH platform with T-Mobile's mobile customer data and insights for targeting and measurement.
Vistar Media firmographics
Firmographics- Name
- Vistar Media
- Legal name
- Vistar Media, Inc.
- Website
- https://vistarmedia.com
- Company type
- Private
- Founded year
- 2012
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Vistar Media operates the world's largest programmatic digital out-of-home advertising platform, connecting 3,000+ brand advertisers and 370+ media owners to 1.1 million+ digital screens across 30+ countries via DSP, SSP, Ad Server, Cortex CMS, and Adstruc software. Acquired by T-Mobile in January 2025 for approximately $600 million.
- Ownership category
- akta.pro rank
Vistar Media industry classification
Industry- Product category
- Programmatic Digital Out-of-Home Advertising Technology
- NAICS
- Media Buying Agencies (541830), Media Representatives (541840)
- SIC
- Services-Advertising (7310), Services-Advertising Agencies (7311)
- akta.pro primary industry
- Digital Out-of-Home (DOOH) Screens & Networks (BPAFALAB)
- akta.pro secondary industries
- Digital & Programmatic Media Buying (Display, Video, CTV, Audio) (BPAFABAB), Out-of-Home (OOH) Media Planning & Buying (MPAAABAG)
Keywords
Where Vistar Media is headquartered
LocationHeadquarters
- HQ city
- New York
- HQ country
- United States
- HQ region
- North America
Offices7 records
Markets served
Vistar Media business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Marketing or Sales, Operations, Infrastructure
Revenue model
- Programmatic Transaction Fees: Revenue generated from programmatic DOOH ad transactions between buyers and sellers on Vistar's marketplace platform
- Enterprise Platform Subscriptions: Subscription revenue from enterprise software solutions including Ad Server, Cortex CMS, and enterprise operations platforms
- Adstruc Traditional OOH Software: Traditional OOH planning and buying software offered to agencies; free for media owners, subscription-based for agencies
- DOOH Advertising Spend: Platform facilitates over $1 billion in OOH investments annually through its marketplace; takes transaction/commission fees on ad spend volume
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Others | Adstruc for Media Owners - Free |
| Subscription | Annual | Adstruc for Agencies - Subscription |
| Transaction based/ take rate | Pay-as-you-go | Programmatic DOOH Campaigns - Transaction Based |
| Freemium | Others | Vistar Academy Certifications - Free |
Go-to-market motion3 records
Distribution channels6 records
Marketing channels6 records
Vistar Media product offering
Product offeringCore offering
Vistar Media operates the world's largest programmatic digital out-of-home (DOOH) advertising marketplace, providing a full suite of ad-tech platforms including a Demand-Side Platform (DSP), Supply-Side Platform (SSP), Ad Server, and Cortex content/device management system, plus the Adstruc traditional OOH planning software. The platform connects 370+ media owners operating 1.1M+ digital screens with 3,000+ brand advertisers across 30+ countries, enabling real-time programmatic buying, audience targeting, dynamic creative optimization, and measurable campaign outcomes.
Product overview
Vistar Media operates a platform-plus-modules architecture providing end-to-end technology solutions for the out-of-home (OOH) advertising industry. The core portfolio consists of a demand-side platform (DSP) for programmatic buying, a supply-side platform (SSP) for media owner inventory management, an Ad Server for campaign delivery and optimization, and Cortex as a content/device management system. The company expanded its offerings through the April 2024 acquisition of Adstruc, a traditional OOH planning software, becoming the first programmatic DOOH company to offer static planning alongside programmatic capabilities. Additional modules include Vistar Verify (inventory quality standards), Vistar Academy (education and certification), Creative Studio (design services), Programmatic Guaranteed (guaranteed impressions), and Deals API integrations. In early 2025, Vistar Media was acquired by T-Mobile for approximately $600 million and now operates as part of T-Mobile Advertising Solutions.
Differentiator
Problem solved
Functional benefit
Brands
- Adstruc: Traditional out-of-home (OOH) planning and buying software that automates workflows for agencies, media planners, buyers, and sellers. Acquired from PJX Media in April 2024.
Products and services
- Programmatic Marketplace (DSP) Demand-side platform enabling advertisers and agencies to buy programmatic digital out-of-home advertising across Vistar's global network of 1.1 million+ digital screens. Offers real-time bidding, audience targeting, campaign management, and measurement capabilities for enterprise advertisers and agencies.
- Supply-Side Platform (SSP) Platform enabling OOH media owners to manage and monetize their digital out-of-home inventory through programmatic sales. Provides tools for network management, creative approvals, bidder configuration, network and seat management, and access to global programmatic buyers.
- Ad Server Central ad serving technology that delivers, tracks, and optimizes digital out-of-home advertising campaigns across the Vistar network. Includes creative management, trafficking, and campaign performance optimization for enterprise media owners and advertisers.
- Cortex (CMS/Device Management) Device and content management system (CMS) for operating and controlling digital out-of-home screens and networks. Enables media owners to remotely manage screen content, scheduling, and device health across their digital signage networks.
- Adstruc Traditional out-of-home planning and buying software acquired from PJX Media. Automates traditional OOH planning, buying, and selling workflows including inventory access, audience insights, proposal automation, RFP management, vendor communication, and centralized campaign data repository for agencies and media owners.
- Vistar Academy Education and certification platform providing free training programs for digital out-of-home advertising professionals. Offers the 'Accelerate: Strategic Creative in DOOH' certification covering creative strategy, DOOH formats, data integration, and performance evaluation for brand marketers, media planners, and creative teams.
Quantifiable outcome
- 3D motion creative delivers 67% more effective brand awareness vs static ads; motion creates 33% uplift in ad recall and 50% increase in brand awareness
- +5 more outcomes
Companies that use Vistar Media
Customer profileNamed customers9 records
Segments3 records
Ideal customer profiles4 records
Vistar Media technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration5 records
AI capability9 records
Feature11 records
Vistar Media partnerships and signals
Strategic signalPartnerships
13 partnerships are on record, tiered core and minor.
- SwiftlycoreStrategic partnership integrating Vistar's programmatic DOOH advertising network with Swiftly's retail media platform, enabling advertisers to run campaigns across mobile, online, and physical screens using unified audience targeting tools.
- Cityz MediacoreMajor French outdoor communication player with presence in 100+ urban areas. Partnership integrates Vistar into Cityz Media's programmatic ecosystem, offering access to premium DOOH inventory including 100% of France's Top 25 malls with over 3,000 screens.
- TikTokcoreVistar is an official Out of Phone partner for TikTok's DOOH advertising initiative, enabling brands to extend TikTok's short-form video content to real-world digital screens programmatically at scale. Collaboration began late 2024 with multiple programs executed throughout 2025.
- AccretivecoreStrategic channel partner enabling brands to integrate DOOH into omnichannel strategies using audience-first planning, programmatic execution, and measurable outcomes. Featured as Vistar's channel partner spotlight.
- CaptivatecorePremium DOOH network spanning 24,000 screens in Class A office buildings, luxury residential properties, and student housing communities. Expanded Programmatic Guaranteed (PG) capabilities with Vistar including screen-level pacing and venue-specific delivery.
- Clear Channel OutdoorcoreClear Channel Outdoor selected Vistar Media as DOOH technology partner, enabling programmatic access to CCO's premium digital inventory.
- Google DV360coreDeals API integration enabling seamless DOOH campaign execution through Google Display & Video 360 platform.
- The Trade DeskcoreDeals API integration enabling DOOH campaign execution through The Trade Desk platform.
- BroadsigncorePartnership with Broadsign to streamline programmatic DOOH transactions.
- AdCouncilminorPartnership with AdCouncil, R/GA, and iTell.io to support Love Has No Labels campaign on DOOH.
- PAK'nSAVEminorTwo-year partnership on award-winning Top 50 Price Check dynamic campaign comparing grocery prices. Delivered over 26 million impressions.
- Lamar Advertising CompanycoreLamar holds equity stake and strategic partnership in Vistar Media, the largest OOH programmatic sales platform. Vistar inks deals with Lamar for new DOOH networks including Denver.
- Place ExchangecoreVistar and Place Exchange enabled mediation for DOOH, allowing DSP mediation capabilities across OOH inventory.
Scale indicators10 records
Recent moves10 records
Expansion highlights7 records
Vistar Media competitors and assessment
Company assessmentDirect peers
- Place Exchange: Independent programmatic DOOH supply-side platform and SSP that competes head-to-head with Vistar's SSP for media-owner inventory, with whom Vistar also runs a mediation partnership enabling DSP access across OOH inventory.
- Hivestack: Programmatic DOOH ad-tech platform (acquired by Perion Network) operating a global DOOH SSP/SSP+DSP stack that directly competes with Vistar's marketplace on both supply and demand sides.
- Broadsign: Provider of DOOH CMS, ad server, and programmatic sales software for media owners; competes with Vistar's Cortex CMS and Ad Server enterprise offerings and is also a technology integration partner.
- VIOOH: Programmatic DOOH marketplace launched by JCDecaux that competes directly with Vistar on the buy-side DSP and sell-side programmatic inventory for premium urban digital screens.
Broad incumbents
- JCDecaux: World's largest outdoor advertising operator with a vast premium DOOH screen footprint in airports, transit, and street furniture; both a customer/partner of Vistar and a competitor through its VIOOH programmatic arm.
- Lamar Advertising Company: One of the largest U.S. OOH operators holding an equity stake and strategic partnership in Vistar, supplying digital billboard inventory to Vistar's platform while competing with other media-owner relationships.
- Clear Channel Outdoor: Major global OOH media owner that selected Vistar as its DOOH technology partner for programmatic access to its premium digital inventory, while also operating its own programmatic capabilities.
- Outfront Media: U.S. OOH media company operating transit and billboard advertising; a comparable supply-side partner/competitor for Vistar's programmatic DOOH marketplace and enterprise CMS sales.
- The Trade Desk: Leading independent demand-side platform with which Vistar has a Deals API integration; competes indirectly by offering DOOH as a channel within its broader omnichannel programmatic DSP.
- Google Display & Video 360: Google's enterprise DSP with a Deals API integration into Vistar; competes indirectly as a buy-side platform that aggregates DOOH supply alongside display, video, and CTV, shaping advertiser allocation decisions.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks6 records
Key highlights7 records
Customer concentration
Vistar Media social profiles
Digital presenceVistar Media financial estimates
Financial estimateRevenue estimate
Valuation estimate
Vistar Media leadership team
Management profileNumber of profiles
Profiles18 records
Vistar Media subsidiaries and ownership
Company hierarchySubsidiaries1 record
Vistar Media funding detail
Funding detailFunding overview
Funding rounds2 records
Investors5 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Vistar Media M&A and investment
M&A and investmentM&A2 records
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Vistar Media
What does Vistar Media do?
Vistar Media operates the world's largest programmatic digital out-of-home (DOOH) advertising marketplace, providing a full suite of ad-tech platforms including a Demand-Side Platform (DSP), Supply-Side Platform (SSP), Ad Server, and Cortex content/device management system, plus the Adstruc traditional OOH planning software. The platform connects 370+ media owners operating 1.1M+ digital screens with 3,000+ brand advertisers across 30+ countries, enabling real-time programmatic buying, audience targeting, dynamic creative optimization, and measurable campaign outcomes.
Is Vistar Media a public or private company?
Vistar Media is a private company. It is classified as corporate owned and is currently operating.
When was Vistar Media founded?
Vistar Media was founded in 2012. It employs 101 to 250 people.
Where is Vistar Media based?
Vistar Media is headquartered in New York, United States, in the North America region.
How does Vistar Media make money?
Four revenue lines are on record. Programmatic Transaction Fees are the primary driver. The others are enterprise Platform Subscriptions, adstruc Traditional OOH Software and DOOH Advertising Spend.
Who are Vistar Media's main competitors?
Direct peers on record are Place Exchange, Hivestack, Broadsign and VIOOH. Broad incumbents are JCDecaux, Lamar Advertising Company, Clear Channel Outdoor, Outfront Media, The Trade Desk and Google Display & Video 360.
Does Vistar Media have an API?
Yes. Vistar Media offers a Marketplace SSP API that enables developers to programmatically interact with Vistar's SSP outside of the web application. The API enables Media Owners to build system integrations and automations. It uses session-based authentication with dedicated API users. Rate limits: 10 requests per minute for session creation per IP, 100 GET requests per minute per user, 10 PUT/POST/PATCH requests per minute per user. Available endpoints include Creatives (list, approve, deny, tag, categorize), Advertisers, Bidders, Networks, and Seats. Supports filtering, sorting, and pagination. Developer documentation is at developers.vistarmedia.com.
What industry is Vistar Media in?
Vistar Media's product category is Programmatic Digital Out-of-Home Advertising Technology. Its primary akta.pro industry code is BPAFALAB, Digital Out-of-Home (DOOH) Screens & Networks, with a secondary code of BPAFABAB, Digital & Programmatic Media Buying (Display, Video, CTV, Audio). Its NAICS code is 541830 and its SIC code is 7310.