Vistar expands into Japan with local leadership team. Thu, 10th Sep 2026 (Today) Vistar Media has expanded into Japan, establishing a dedicated local leadership team. As part of the move, it is introducing its full programmatic out-of-home technology stack to the market, including a demand-side platform, supply-side platform, ad server, player, device management system and planning software for traditional out-of-home campaigns. Japan gives Vistar a deeper foothold in Asia Pacific, where advertisers and media owners are moving towards programmatic and digital out-of-home faster than in some other markets. The company operates in more than 35 markets globally and is part of T-Mobile Advertising Solutions. To lead the operation, Vistar has appointed Yosuke Maekawa as Country Manager for Japan. He previously held roles at Amazon, Expedia Group, PubMatic and comScore, and brings more than two decades of experience in digital media, advertising technology and business development. Akinori Inoue has also joined as Supply Partnerships Manager for Japan and will focus on expanding relationships with publishers and media owners in the country. Japan is widely regarded within the sector as one of the most developed out-of-home advertising markets, particularly in transit media and premium digital inventory. Vistar sees it as a strategic market within its broader regional expansion. Michael Provenzano, Co-Founder and Chief Executive Officer of Vistar Media and SVP of T-Mobile Advertising Solutions, linked the move to the structure of the local market and the company's plans in the country. "Japan has long been recognized as one of the most advanced out-of-home markets in the world. We see tremendous opportunity to help accelerate the next phase of growth by bringing together local expertise, proven technology and the scale of Vistar's global marketplace. Our investment in Japan reflects our confidence in the market and our commitment to supporting advertisers and media owners in the years ahead," said Provenzano. Local team Maekawa will oversee growth strategy and operations in Japan, giving Vistar an on-the-ground executive presence as it works more directly with agencies, advertisers and media owners. The appointment suggests the company sees enough demand to justify local management rather than handling Japan solely through a wider regional structure. His background spans eCommerce, travel, ad tech and measurement, sectors that often overlap in programmatic advertising. That mix may prove relevant in a market where digital out-of-home buyers increasingly want data-led campaign planning and buying tools that fit alongside broader digital media activity. "Japan is home to some of the world's most sophisticated out-of-home media environments and presents a significant opportunity for continued programmatic growth. I'm excited to bring Vistar's technology, expertise and global marketplace to advertisers and media owners across Japan while helping accelerate the next chapter of growth for the industry," said Maekawa. Regional push The Japan expansion also reflects a wider effort across Asia Pacific. Ben Baker, the company's APAC Managing Director, said the region has shown strong momentum over the past year as advertisers and media owners shift towards programmatic buying and digital out-of-home formats. "Expanding to Japan is a significant milestone for Vistar. Over the past year we've seen strong momentum across Asia Pacific, with advertisers and media owners moving to programmatic and digital out-of-home faster than we've seen in other markets. Japan is one of the most advanced OOH markets in the world, so this is a natural and important step for us. It also reflects how committed we are to the region more broadly. I'm excited to work with Yosuke Maekawa and the team as we continue building genuine, long-term partnerships across the region," said Baker. Digital out-of-home has drawn increased interest from advertisers because it allows inventory to be bought more flexibly than traditional static placements, while media owners can use software to manage screens and sales more dynamically. In Japan, where transport hubs and dense urban areas support large-scale out-of-home networks, that shift has made the market attractive to international ad tech companies seeking growth. For Vistar, the challenge will be translating its global platform into a market with established local operators, strong incumbent relationships and distinct buying practices. Its decision to set up a dedicated leadership team indicates it believes local partnerships will be central to winning a larger share of programmatic out-of-home spend. Inoue's role is likely to be important on that front, as supply partnerships determine how much premium inventory is available through a marketplace and how useful that marketplace becomes for agencies and advertisers looking for scale in Japan. Vistar aims to connect more of Japan's premium out-of-home inventory to its marketplace of advertisers and agencies through those local relationships.

DeepIntent expands inventory marketplace with Vistar Media partnership, bringing premium digital out-of-home inventory to healthcare marketers. Aug 18, 2026, 09:00 ET NEW YORK, Aug. 18, 2026 /PRNewswire/ - DeepIntent, the leading healthcare demand-side platform (DSP), today announced a partnership with Vistar Media, the leading provider of technology solutions for digital out-of-home (DOOH), bringing Vistar's premium inventory directly into the DeepIntent DSP. The partnership enables healthcare marketers to reach patients and providers through one of advertising's fastest-growing channels, while combining Vistar's premium inventory with DeepIntent's healthcare audiences, optimization, and measurement capabilities. As digital out-of-home continues to reshape how brands engage audiences in the physical world, healthcare marketers are increasingly looking to extend omnichannel campaigns beyond traditional digital environments. Through this partnership, advertisers can seamlessly activate Vistar's extensive DOOH inventory alongside their existing DeepIntent campaigns, reaching healthcare audiences across premium screens in high-impact environments including transit hubs, retail locations, office buildings, and airports. In addition, advertisers will now have additional access to point-of-care inventory, reaching patients and providers during the key moments surrounding important health conversations. Paired with the recent announcements of EHR partners, Lane4 and OptimizeRx, and the point-of-care app epocrates, DeepIntent continues to expand its marketplace offerings for healthcare marketers. "Healthcare marketers are looking for ways to connect with audiences across every meaningful moment of the consumer journey," said Nicole Alfonso, VP, Media Partnerships, DeepIntent. "By bringing Vistar's premium digital out-of-home inventory into the DeepIntent platform, we're making it easier for advertisers to activate high-impact omnichannel campaigns while leveraging the healthcare data, optimization, and measurement capabilities that drive better outcomes." Driven by rapid adoption of digital screens and programmatic buying, out-of-home advertising continues to reach new milestones. According to the Out of Home Advertising Association of America (OAAA), U.S. out-of-home advertising set a record $9.46 billion in revenue in 2025, fueled largely by continued growth in digital out-of-home advertising. "Programmatic digital out-of-home continues to play a larger role in omnichannel media strategies, and healthcare marketers are no exception," said Stephen Thomas, VP, DSP Partnerships, Vistar Media. "We're excited to partner with DeepIntent to make our premium inventory easily accessible within its healthcare marketing platform, helping advertisers extend their reach into high-impact environments while maintaining the precision and efficiency of programmatic activation." Designed specifically for healthcare advertisers, the new offering provides: * Premium DOOH Scale: Access to one of the world's largest digital out-of-home marketplaces across thousands of premium screens. * Streamlined Activation: Launch DOOH campaigns directly within the DeepIntent DSP alongside existing omnichannel media. * Healthcare Precision: Combine premium inventory with DeepIntent's privacy-safe patient and provider audiences and optimization capabilities. * Performance-Driven Measurement: Optimize campaigns using DeepIntent's healthcare-specific performance framework to drive meaningful business and health outcomes. * Point-of-Care Inventory: Access to point-of-care inventory through Vistar Media publisher partners to reach healthcare professionals and patients in environments where medical decisions and personal care are relevant. "Omnicom Media and Outdoor Media Group are committed to identifying innovative solutions that make every channel measurable against real business outcomes, not just impressions," said Faryn Brown, Vice President, Addressable, Omnicom Media. "We have a valuable strategic partnership with T-Ads that continues to evolve to meet client needs. DOOH historically has been underleveraged in healthcare due to targeting and measurement gaps. And integrating VISTAR's premium DOOH inventory into the DeepIntent platform will give healthcare marketers the ability to run this channel with the same rigor as the rest of their omnichannel plan and measure it against the KPIs that drive better patient outcomes." The Vistar inventory integration is now available within the DeepIntent DSP. About DeepIntent DeepIntent is the leading healthcare demand-side platform (DSP), purpose-built to help marketers plan, activate, and optimize data-driven campaigns with speed and precision. Trusted by the world's top healthcare brands and their agencies, DeepIntent uniquely unites media, identity, and real-world clinical data to power privacy-safe, omnichannel marketing across every screen. Backed by patented technology and proven outcomes, DeepIntent's platform delivers measurable audience quality and script lift at scale. Learn more at www.deepintent.com. 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. SOURCE DeepIntent

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