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Prebid Pulse – Week of 1/21/2025

January 21, 2025 by The Prebid Marketing Team

T‑Mobile to Acquire Vistar Media, Fueling Better Ad Experiences for Consumers and More Effective Products for Advertisers

T-Mobile has announced plans to acquire Vistar Media, a leader in digital-out-of-home (DOOH) advertising technology, for $600 million. This acquisition will enhance T-Mobile’s advertising solutions by integrating Vistar’s intelligent platform, which supports over 1.1 million digital screens and 3,000 advertisers globally. The partnership aims to revolutionize the DOOH industry by combining Vistar’s ad-tech capabilities with T-Mobile’s customer insights, enabling more targeted and measurable campaigns. The transaction is expected to close in Q1 2025, further strengthening T-Mobile’s position in retail media and delivering enhanced ROI for advertisers while improving consumer experiences with personalized content.

The Trade Desk Is Acquiring Advertising Metadata Startup Sincera

The Trade Desk has announced plans to acquire Sincera, a startup specializing in ad tech metadata and media telemetry data, for an undisclosed amount. Sincera’s independent data analysis aids publishers, advertisers, and vendors in optimizing ad performance and ensuring transparency. The acquisition strengthens The Trade Desk’s Unified ID 2.0 framework and will provide new insights, such as transaction-level data on bids, enabling publishers to optimize revenue. Sincera, which will continue supporting its clients, aligns with The Trade Desk’s vision for the open internet. Founders Mike O’Sullivan and Ian Meyers will remain involved, reporting directly to CEO Jeff Green.

Category: Blog, Prebid Pulse

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