Vistar Media, an end-to-end programmatic technology provider for digital out-of-home media, has recently announced raising $30 million in Series B funding round led by Lamar Advertising Company. The investment supports Lamar and Vistar’s belief that technology will be a significant driving factor behind the rapidly growing out-of-home (OOH) advertising industry.

Sources claim that the investment is built on the eight-year collaboration of both firms, during which Lamar successfully developed its programmatic channel.

Under the terms of the agreement, Lamar will receive a minority equity share in Vistar and a seat on the Vistar Board of Directors. Meanwhile, Vistar will continue serving as an independent technology partner in the OOH ecosystem globally and will use the funds to boost product development, expand globally, and strengthen its capital structure.

With programmatic's widespread adoption, Vistar focuses on aiding digital signage networks in transforming beyond automation to actual revenue management while also enabling buyers to use data to drive all media decisions and showcase ROI through reliable monitoring of all KPIs.

Companies that use Vistar's software to power their digital signage networks include Octopus, Coinstar, Pursuant Health, Vibenomics, GSTV, Redbox, Topgolf, Zoom Media and Volta.

Vistar's comprehensive array of solutions permit Digital signage networks to improve yield across all programmatic and direct revenue streams. The Vistar SSP (supply-side platform) links all primary programmatic OOH demand sources, including omnichannel DSPs (demand-side platforms) like Verizon Media, Amobee, MediaMath, and Adelphic, as well as the Vistar DSP.

As per sources, Vistar DSP is one of the trusted platforms for digital teams at the world's top agencies and a complementary partner to OOH groups.

Vistar has formed partnerships with renowned specialists such as Foursquare, IRI, Adsquare, MFour, Dynata, Environics Analytics, LiveRamp, IBM Watson Advertising, IHS Automotive, and others to deliver the most comprehensive forecasting and data-driven planning capabilities.

Source Credit - https://www.businesswire.com/news/home/20210712005451/en/Vistar-Media-Secures-30M-Series-B-Investment-from-Lamar-Advertising-Company