NEW YORK, Oct. 05, 2026 (GLOBE NEWSWIRE) -- Vistar Media, the leading global provider of technology solutions for out-of-home (OOH) media and part of T-Mobile Advertising Solutions, today announced the availability of enhanced audience segments for digital out-of-home (DOOH) activation. Advertisers can now leverage these thousands of audience segments powered by T-Mobile’s privacy-centric, first-party carrier data, available exclusively through the Vistar demand-side platform (DSP). This capability enables advertisers to connect with audiences through a more precise and durable approach at greater scale, reflecting real-world movement patterns.
As traditional advertising identifiers continue to evolve, advertisers are looking for a durable audience solution built on trusted data that provides a more reliable view of audience behavior. The enhanced T-Mobile audience segments leverage an expanded universe of consented data, offering a significantly larger, more representative set of audiences that can support relevant and flexible DOOH activation across an even wider variety of verticals. Built on privacy-centric carrier data, these segments leverage consented deterministic signals, including real app ownership and engagement, as well as location insights, to create richer, more reliable audiences at scale.
T-Mobile Advertising Solutions translates proprietary carrier data signals designed around consumer choice, transparency, and robust privacy standards into aggregated audience scores that provide insight into areas where selected audiences are more likely to be present throughout the day. Vistar matches those scores to available inventory, enabling advertisers to activate OOH campaigns against the screens most likely to reach the desired audience. The result is greater scale, precision and flexibility while maintaining a privacy-forward approach.
“Mobile usage patterns offer some of the clearest signals into where and how audiences engage with the world around them,” said Lucy Markowitz, General Manager, Vistar Media Americas Marketplace. “By bringing carrier insights into digital out-of-home, we’re giving advertisers access to one of the most robust and representative sets of high-quality audience data available in the channel, helping them translate real mobile behavior into more relevant, effective real-world activation.”
By combining T-Mobile audience intelligence with the Vistar DOOH platform, advertisers can bring the reliability of carrier data into the physical world without sacrificing the scale that makes OOH so effective. The integration enables brands to move seamlessly from audience insights to campaign activation, reaching consumers with greater confidence in the moments and places that matter.
“The provenance and the fidelity of our carrier data is a genuine differentiator. It gives us a direct, consented understanding of mobile behaviors that uncover relevant audience interests, engagement patterns, and key areas for activation throughout the day,” said Jess Zhu, Head of Advertising Products & Development, T-Mobile Advertising Solutions. “These insights combined with Vistar's OOH technology offers advertisers greater confidence in who they're reaching.”
The expansion reinforces Vistar's commitment to helping advertisers activate audiences more effectively in DOOH using richer, trusted data. This unique data gives advertisers a more powerful way to translate real consumer signals into smarter, more resilient DOOH activation.
About Vistar Media
Vistar Media is the home of out-of-home (OOH). We provide brands, marketers and media owners with the world’s first truly intelligent platform for buying and selling OOH media—from dynamic, programmatic digital screens to high-impact traditional placements. By unifying the entire DOOH ecosystem, Vistar enables brands to capture a better kind of attention, reaching audiences with precision at scale through data-driven targeting and measurable results.
As the industry’s largest marketplace for OOH transactions, Vistar offers a full suite of cutting-edge solutions, including a demand-side platform (DSP), supply-side platform (SSP), ad server, player, device management system and traditional OOH planning software.
Headquartered in New York and operating in over 35 global markets, Vistar is shaping the future of OOH—pioneering innovation and setting the standard for excellence. Vistar Media is part of T-Mobile Advertising Solutions. Learn more at www.vistarmedia.com and follow us on LinkedIn, Facebook and Instagram.
Media Contact:
vistarmedia@5wpr.com
