TargetCast is acquiring Ripple TV, according to an announcement on Ripple’s site today. DailyDOOH’s Adrian J. Cotterrill posted rumor of this announcement last Friday. Ripple operates a network of digital screens in 650 locations around the U.S. reaching 8 million people. TargetCast is an agency providing brands with media strategy, planning, buying and performance tracking services.

BIA/Kelsey sees this as another stepping stone in the continued M&A in the relatively fragmented digital out of home (DOOH) space. We expect more consolidation so that planning and buying efficiencies can be better realized and this advertising sector will be set to operate at scale in support of future growth.