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T-Mobile US has agreed to buy out-of-home advertising specialist Vistar Media in a US$600 million deal in a bid to tap into non-telco revenue opportunities.
Essentially, this is a major telecoms operator having another crack at the advertising space despite the fact that many of its peers have failed before.
This time though, T-Mobile insists that the time is right to capitalise on the promise of the market – in this case, the digital-out-of-home (DOOH) space in particular – and put its wealth of customer data to good use.
