T-Mobile to acquire digital advertising leader Vistar Media for $600M

T-Mobile US agreed to acquire Vistar Media for about $600 million in cash in an apparent effort to bolster its advertising capabilities.

The cell carrier said Monday that it would leverage Vistar's end-to-end ad-tech platform and scale along with its customer insights and data to transform the digital-out-of-home advertisement industry.

JP Colaco, senior vice president and chief T-ads officer at T-Mobile, said the combination would mean advertisers would be able to easily place their ads where they know their audience will be.

The deal is expected to close in the first quarter.

T-Mobile said the transaction is expected to be slightly accretive to earnings before interest, taxes, depreciation and amortization and represents upside to its guidance shared in September.

The Bellevue, Wash., company reiterated its expectations of returning up to $14 billion as part of a program designed for shareholder value. Depending on when the deal for Vistar closes and other factors, T-Mobile said it may consider allocating additional capital to the program.

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