New Delhi: Tribes, an integrated communications agency, has announced a strategic investment in DGTOOHL, a data-driven out-of-home (OOH) media company specialising in programmatic digital out-of-home (DOOH) and real-time audience intelligence.
The investment marks a significant step in Tribes’ expansion of its integrated media and technology ecosystem, aimed at enhancing its OOH and digital media capabilities. Through this partnership, clients will gain access to more intelligent, measurable, and performance-led outdoor advertising solutions.
With a portfolio of over 450 brands and annual capitalised billing exceeding INR 1000 crore, Tribes continues to scale its offerings across media, experiential, digital, and technology-led marketing. The collaboration with DGTOOHL integrates advanced data intelligence, programmatic buying, and real-time campaign optimisation into Tribes’ OOH capabilities, enabling brands to plan and measure campaigns with greater precision.
Commenting on the investment, Gour Gupta, Chairman, Tribes, said, “We are delighted to welcome DGTOOHL- a Mobiyoung Product into the Tribes ecosystem. The OOH industry is undergoing a significant transformation, moving from static visibility to data-led, measurable impact. DGTOOHL’s strong focus on technology, programmatic capabilities, and audience intelligence complements our integrated capabilities seamlessly. Together, we will be able to deliver more precise, measurable, and impactful solutions for our clients while accelerating the evolution of OOH as a performance-driven medium.”
DGTOOHL has been focused on redefining OOH as a performance-led medium, leveraging geospatial intelligence, mobile SDK data, and programmatic infrastructure. Its platform enables cost-per-impression media buying, real-time optimisation, audience measurement, and live reporting, bringing transparency and accountability to outdoor media.
Adding to this, Mayank Sharma, Co-Founder & CTO, DGTOOHL- a Mobiyoung Product, said, “This partnership is built on a shared vision of transforming OOH into a truly data-first, outcome-driven medium. As the lines between digital and physical media continue to blur, brands are looking for intelligent, integrated solutions that deliver measurable impact. Tribes brings scale, strategic depth, and integrated marketing capabilities, while we bring the technology backbone that makes OOH measurable, dynamic, and responsive. Together, we aim to set new benchmarks for how brands engage with audiences in the real world.”
The partnership will enable brands to benefit from precision targeting based on real-world audience movement, dynamic campaign optimisation, and end-to-end transparency through live dashboards and measurable metrics. It will also unlock opportunities across high-growth formats such as digital screens, dynamic creatives, and location-based storytelling.
