New Delhi: DGTOOHL, a Mobiyoung product, has announced a strategic partnership with Magnite to scale programmatic Digital Out-of-Home (DOOH) advertising capabilities in India.
The collaboration is aimed at bringing greater transparency, accessibility, and efficiency to the outdoor advertising ecosystem—an industry historically constrained by limited visibility and manual execution processes.
Outdoor advertising in India has long grappled with challenges around delivery assurance and campaign transparency. With the introduction of programmatic integration, the medium is now evolving into a more accountable and data-driven channel, enabling campaigns to be tracked, audited, and optimised similarly to digital platforms.
As part of the partnership, Magnite will enable seamless connectivity between DOOH inventory and global demand-side platforms (DSPs), allowing advertisers to access and activate outdoor media programmatically.
Commenting on the partnership, Mayank Sharma, Co-Founder & CTO, DGTOOHL – A Mobiyoung Product, said “Programmatic DOOH is bringing a much-needed shift in how outdoor advertising is planned and executed. By introducing transparency and real-time capabilities, we are enabling advertisers to move beyond traditional limitations and adopt a more measurable, data-led approach. Our partnership with Magnite strengthens this ecosystem by connecting supply with global demand efficiently.”
DGTOOHL will play a key role in aggregating and streamlining DOOH media inventory, while Magnite’s infrastructure enables real-time transactions and demand integration, ensuring a seamless buying experience for advertisers.
With programmatic already well established across mobile, web, and Connected TV (CTV), DOOH is increasingly emerging as a natural extension of the digital media ecosystem. This integration allows brands to plan cohesive, cross-channel campaigns where outdoor advertising complements digital and CTV strategies to enhance visibility and recall.
Industries such as FMCG, real estate, automotive, retail, and CSR—traditionally strong adopters of outdoor advertising—are expected to lead the shift towards programmatic DOOH adoption.
Jerit Kunjumon, Senior Account Manager, Magnite, added “As advertisers increasingly look for unified and measurable media solutions, programmatic DOOH presents a strong opportunity to extend digital strategies into the physical world. By combining DGTOOHL’s capabilities in inventory aggregation, geospatial targeting, and audience analytics with Magnite’s global programmatic infrastructure and supply-side expertise, we are enabling advertisers to access outdoor media with greater precision, efficiency, and scale.”
Through the partnership, campaigns will benefit from near real-time activation, seamless execution without intermediaries, and enhanced monitoring and transparency.
The collaboration also reflects a broader industry push to drive awareness among digital-first agencies and media planners about the growing role of DOOH within integrated media strategies.
By aligning outdoor advertising with programmatic infrastructure, DGTOOHL and Magnite are advancing a more measurable, accessible, and digitally integrated DOOH ecosystem in India.
