T-Mobile's reported $600m acquisition of Vistar, a digital out of home ad tech company that owns no screens, suggests it wants to defend its retail media investments.
Ari Paparo argues The Trade Desk's acquisition of Sincera is a death blow to IAS and DoubleVerify because it can build better brand safety and MFA products from Sincera's data.
Ari Paparo says Google's search share slipping below 90% for three quarters of 2024 reflects AI's threat to roughly $300bn a year in search revenue.
T-Mobile Buys Vistar for a Reported $600 Million
Funding and deals
Vistar. T-Mobile agreed to buy Vistar, a digital out of home ad tech platform that owns no screens, for a reported $600m.
Rokt. Rokt, a retail media network, bought mParticle for $250m and added $50m of investment. Secondary deals value Rokt at $3.5bn.
Sincera. The Trade Desk is buying metadata firm Sincera, only its second acquisition ever. Ari Paparo calls it a death blow to IAS and DoubleVerify.
Guest interviews
Tim Rowe, digital out of home advertising expert. He says T-Mobile is in ad tech to win, though digital out of home may be the least interesting part of the Vistar deal for it. T-Mobile gains most by putting its name on the channel and could measure app engagement. A screen hung and connected costs about $500 to $700, and he has heard Vistar moved about $350m last year.
News
Google's search share slips below 90%. Search Engine Land reports the share stayed under 90% for the last three quarters of 2024. Ari Paparo says AI threatens roughly $300bn a year in search revenue.
Amazon lets rival retailers run its sponsored ads. Announced at CES, the product lets retailers use Amazon's ad tools on their own sites. Eric Franchi sees an alternative to Criteo and CitrusAd for smaller retailers.
DirecTV launches out of home network after AT&T exit. DirecTV remote covers hotels, planes and small businesses. DirecTV went all in on digital out of home once AT&T left the business.
Michael Komasinski named incoming Criteo CEO. Ari Paparo calls the Criteo CEO job tough and very political.
DoorDash and The Trade Desk partner on audiences. The deal covers audience extension. Ari Paparo says The Trade Desk is building a walled garden brick by brick through data partnerships.
Mohegan Sun launches ad network on LiveRamp. Eric Franchi says it may be the first new vertical ad network and retail media network of the year.
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