Raj Lala
VP, US Sales & Development at Vistar Media
New York, New York, United States
Summary
Programmatic DOOH sales leader: Raj leads U.S. demand sales and development for Vistar Media, positioning programmatic digital out-of-home as a data-driven complement to brand and retail media plans. He is frequently quoted in company press and industry pieces about product integrations (e.g., Adstruc), verification, and measurement — emphasizing holistic OOH strategies that bridge traditional and programmatic workflows. vistarmedia+2
Thought leader and industry communicator: Raj authors and contributes to industry articles and speaks/moderates at events (Brand Innovators livecasts, ANA webinars), using those platforms to explain how OOH fits into omnichannel and retail media strategies and to showcase campaign case studies. adage+2
Sales and regional leadership background in ad tech: Raj’s career shows steady regional-to-national sales leadership at Vistar (Director of Sales → Regional VP West → Regional VP East → VP, US Sales & Development) built on earlier programmatic and campaign roles at companies such as Xaxis, Exponential and 24/7 Real Media — giving him deep operational knowledge of programmatic buying, agency workflows, and cross-channel activation. theorg+2
Work
Education
Writing
Why Path-to-Purchase Out-of-Home is Essential to Retail Media
June 18, 2025Explains how out-of-home (OOH) can extend retail media strategies and reach shoppers across physical touchpoints in the path-to-purchase.
Fan-first OOH: PrizePicks’ winning strategy to fuel growth
June 3, 2025Case-study style piece describing how PrizePicks used programmatic OOH placements and Vistar's capabilities to build a fan-focused OOH strategy.