Vistar Media

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.

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

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

• Programmatic digital out-of-home
• DOOH advertising platform
• Out-of-home ad serving
• Retail media networks
• Programmatic advertising marketplace

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices7 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

Technology or R&D, Personnel, Marketing or Sales, Operations, Infrastructure

Revenue model

1. Programmatic Transaction Fees: Revenue generated from programmatic DOOH ad transactions between buyers and sellers on Vistar's marketplace platform
2. Enterprise Platform Subscriptions: Subscription revenue from enterprise software solutions including Ad Server, Cortex CMS, and enterprise operations platforms
3. Adstruc Traditional OOH Software: Traditional OOH planning and buying software offered to agencies; free for media owners, subscription-based for agencies
4. 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

Go-to-market motion3 records

Distribution channels6 records

Marketing channels6 records

Core 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

Named customers9 records

Segments3 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

AI capability9 records

Feature11 records

Partnerships

13 partnerships are on record, tiered core and minor.

• SwiftlycoreStrategic or Co-development Partner · 5 May 2026Strategic 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 MediacoreTechnology or Integration · 1 January 2025Major 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.
• TikTokcoreStrategic or Co-development Partner · 1 November 2024Vistar 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.
• AccretivecoreChannel Partner/ Reseller/ DistributorStrategic 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.
• CaptivatecoreTechnology or IntegrationPremium 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 OutdoorcoreTechnology or IntegrationClear Channel Outdoor selected Vistar Media as DOOH technology partner, enabling programmatic access to CCO's premium digital inventory.
• Google DV360coreTechnology or IntegrationDeals API integration enabling seamless DOOH campaign execution through Google Display & Video 360 platform.
• The Trade DeskcoreTechnology or IntegrationDeals API integration enabling DOOH campaign execution through The Trade Desk platform.
• BroadsigncoreTechnology or IntegrationPartnership with Broadsign to streamline programmatic DOOH transactions.
• AdCouncilminorGTM or Marketing PartnerPartnership with AdCouncil, R/GA, and iTell.io to support Love Has No Labels campaign on DOOH.
• PAK'nSAVEminorStrategic or Co-development PartnerTwo-year partnership on award-winning Top 50 Price Check dynamic campaign comparing grocery prices. Delivered over 26 million impressions.
• Lamar Advertising CompanycoreTechnology or IntegrationLamar 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 ExchangecoreTechnology or IntegrationVistar and Place Exchange enabled mediation for DOOH, allowing DSP mediation capabilities across OOH inventory.

Scale indicators10 records

Recent moves10 records

Expansion highlights7 records

Direct 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

• Facebookfacebook.com/people/Vistar-Media/100054516907346
• LinkedInlinkedin.com/company/vistar-media
• Instagraminstagram.com/vistar_media
• Xx.com/vistarmedia

Revenue estimate

Valuation estimate

Number of profiles

Profiles18 records

Subsidiaries1 record

Funding overview

Funding rounds2 records

Investors5 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A2 records

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Vistar Media