Lamar Advertising Company, an owner and operator of outdoor advertising and logo sign displays, acquires a minority stake in Vistar Media, a global provider of programmatic technology for the digital out-of-home sector. Lamar’s investment of $30 million will help Vistar strengthen its balance sheet, expand its research and development, and reach new markets. Under the terms of the transaction, Lamar receives a seat on Vistar’s board of directors. Vistar continues to operate as an independent technology partner to buyers and sellers in the out-of-home ecosystem.
“By providing capital to a clear leader in the programmatic space, Lamar is investing in the future of our industry and the next evolution of our compelling media channel,” Lamar chief executive officer Sean Reilly says. “As a longtime partner with Vistar, we’ve been impressed with their thoughtful leadership, technology, and innovation, and we’re hopeful that this investment will help Vistar pursue further growth to the benefit of media owners and advertisers across the out-of-home sector.”
Vistar Media is a provider of programmatic technology for out-of-home, bringing software for the unique requirements of digital signage. Vistar was founded in 2012 and is headquartered in New York.