Lamar Advertising Co., an owner and operator of outdoor advertising and logo sign displays, has acquired a minority stake in Vistar Media, a provider of programmatic technology for the DOOH sector, according to a press release.

Lamar's investment of $30 million will help Vistar Media strengthen its balance sheet, expand its research and development and extend its reach into new markets. Under the terms of the transaction, Lamar will receive a seat on Vistar's board of directors. Vistar Media will continue to operate as an independent technology partner to buyers and sellers across the global out-of-home ecosystem.

Vistar Media provides a global demand-side platform for buyers to activate data-driven programmatic campaigns and a supply-side platform to connect signage operators to digital revenue.

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