T-Mobile has announced an agreement to acquire Vistar Media, a real-time outdoor advertising technology provider, for $600 million in an all-cash deal. This acquisition aims to enhance T-Mobile's capabilities in the digital-out-of-home (DOOH) advertising sector, one of the fastest-growing segments in adtech. The transaction is expected to close in the first quarter of 2025. Separately, The Trade Desk has announced its intention to acquire Sincera, a digital advertising data provider, marking only its second acquisition since its founding in 2009. Financial terms of the deal were not disclosed, but the acquisition is expected to close in Q1 2025. Sincera's co-founder and CEO, Mike O’Sullivan, will report directly to The Trade Desk CEO, Jeff Green. The acquisition is aimed at bolstering The Trade Desk's programmatic advertising capabilities by integrating Sincera's data insights, which help advertisers and publishers optimize campaign investments and improve the quality of data signals. Notably, The Trade Desk's first acquisition was AdBrain in 2017, and it had previously invested in Sincera's $4.2 million seed funding round in 2023.