T-Mobile plans to acquire Vistar Media, a digital out-of-home (OOH) advertising technology company, for US$600 million in an all-cash transaction.

The acquisition is expected to close in the first quarter of 2025, subject to regulatory approvals.

This acquisition aims to strengthen T-Mobile’s advertising business, which has seen increased investment in recent years.

This includes the purchase of Octopus Interactive in 2022.

The purchase provided ad-supported tablets for rideshare vehicles and the establishment of a retail media network using T-Mobile’s 20,000 in-store screens.