Lamar Advertising, a North-America-based DOOH advertising firm, has partnered with Vistar, an OOH technology firm, to power Lamar's U.S. fleet of digital OOH billboards with the Vistar Cortex software CMS, according to a press release.

The Lamar network includes nearly 5,000 digital displays serving more than 5 billion weekly impressions. The transition to Cortex was accomplished in less than six weeks with zero display downtime.

"Having partnered with Vistar for over a decade, we were confident in their proven track record of success and trusted the unique technology they have built to power a DOOH network of our size," Sukhvinder Singh, SVP of technology and innovation at Lamar Advertising, said in the release. "We have a shared passion for impactful OOH advertising, and we're excited to expand on our partnership with Vistar to continue connecting advertisers with audiences that matter to them. The speed and efficiency with which we deployed their technology across our network was truly impressive."

"Lamar's nationwide footprint, paired with the sheer size of its digital billboards, allows advertisers to reach consumers with unparalleled creative impact," Eric Lamb, SVP of enterprise solutions at Vistar Media, said in the release. "A network of this scale and influence deserves industry-leading technology to support it, and Vistar is thrilled to expand our CMS partnership across Lamar's billboard network. It's a really exciting time for OOH, and we're honored to put Vistar's engineering power behind Lamar's incredible business."

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