T-Mobile’s $600M Acquisition of Vistar Media: A Competitor’s Perspective

By Jonathan Gudai, Founder and CEO of AdOmni January 17, 2025

The Big News

This week, T-Mobile announced plans to acquire Vistar Media for $600M. Since AdOmni is often considered one of Vistar Media’s closest competitors in programmatic DOOH, my inbox and LinkedIn feed have been buzzing with people asking for my take.

In short, it’s a home-run deal for both T-Mobile and Vistar Media.

(Note: I haven’t discussed this acquisition with anyone at T-Mobile or Vistar Media—these are my personal opinions, based on public information.)

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Why T-Mobile Bought Vistar Media

1. T-Mobile’s Retail Media Ambitions

T-Mobile has been serious about retail media since January 2022, when it acquired Octopus Interactive.

That gave them:

1. Talent – especially the entrepreneurial leadership of Cherian Thomas.

2. Screen Hardware + Software Know How – Octopus had already deployed thousands of screens in rideshare vehicles, with a custom UI and ad-serving software.

Fast-forward to April 2024: at the IAB NewFronts, T-Mobile unveiled its in-store Retail Media Network across 12,000+ retail locations. These screens offer massive reach for deep-pocketed phone OEMs wanting to sway consumers right at the point-of-purchase. It’s a lucrative model.

Where Vistar Media Comes In:

Vistar Media’s technology—especially its CMS / Ad Server (Cortex)—gives T-Mobile a ready-made solution to serve content, launch programmatic campaigns, and handle direct-sold ads in-store. 

Marketers can probably expect to pay premium CPMs in the $25–$50 range however they also should expect much higher ROAS because of the big-screen + little screen + T-Mobile’s first-party data coming together as a potent combo! 

 1 + 1 + 1 = 10.

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2. Bundling New, Complementary Services

Wireless carriers live by the “bundle and save” model. With Vistar Media in its arsenal, T-Mobile can now offer brand and agency clients an omnichannel package that includes:

• Mobile ads

• Retail Media

• Digital Out-of-Home

Meanwhile, Vistar Media’s existing clients gain access to T-Mobile’s massive audience data—yet another bundling opportunity.

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3. Mitigating T-Mobile’s OOH Media Costs

Many don’t realize that T-Mobile is one of the top spenders on out-of-home advertising in the U.S. By acquiring Vistar Media, it can streamline (and reduce) its own OOH media costs. 

In other words, it’s eating its own dog food—and enjoying the cost efficiency with every bite.

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4. Monetizing First-Party Data

With over 126 million subscribers, T-Mobile has a goldmine of data—knowing where and how users move throughout the day. Combine that with Vistar Media’s DSP, and you can deliver hyper-targeted out-of-home campaigns. It’s the same principle that turned Amazon’s first-party data into an advertising powerhouse.

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5. Timing and Founder Readiness

Michael Provenzano, Vistar Media’s founder and CEO (pictured below), has led the programmatic DOOH charge since 2012.  After 13 years, he and co-founder Mark Chadwick secured a life-changing exit—$600M.

As an entrepreneur, I couldn’t be happier for them and their loyal teammates.  They built a respected tech stack (DSP, SSP, ad server) and steadily beat the drum for programmatic OOH for a very long time. 

T-Mobile now gets to plug and play that technology and recoup its $600M in just a few years.

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Is $600M a Fair Price?

In my view, absolutely. 

The synergy between T-Mobile’s in-store and near-store screens could yield hundreds of millions of incremental media dollars per year. The parallels to Google’s $1.65B acquisition of YouTube or Facebook’s $1B acquisition of Instagram are striking—skeptics said they overpaid, yet look at the revenues today.

“Price is what you pay. Value is what you get.” 

T-Mobile stands to get plenty.

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What Comes Next for Verizon & AT&T?

• Verizon is the #1 U.S. wireless carrier. Will it view T-Mobile’s move as a competitive threat or dismiss it as non-core?

• AT&T is #3. Could it fall even further behind?

With Vistar, T-Mobile gains real advantages. 

We’ll see if Verizon or AT&T chooses to respond in kind.

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About the Author & AdOmni

I’m Jonathan Gudai, co-founder of AdOmni

Want to go deeper on any of the topics from above?

Give me a Shout:

• Email: [email protected]

• LinkedIn: Jonathan Gudai

Since 2015, AdOmni has offered a programmatic advertising platform for digital out-of-home at www.adomni.com.  Today, we also offer cross-channel video ads with CTV, OLV, YouTube and Amazon Prime inventory through our Smart Video Everywhere program. We are innovation-obsessed and always working on better ways to help marketers maximize campaign-efficiency, unduplicated reach and return on ad spend via cross-channel video campaigns at scale.