DGTOOHL, a product under Mobiyoung, has announced a strategic partnership with Magnite to strengthen programmatic Digital Out-of-Home (DOOH) capabilities in India. The collaboration is designed to bring greater transparency, efficiency and scalability to an outdoor advertising category that has traditionally operated through manual and less measurable processes.
The partnership reflects a broader shift in the Indian advertising ecosystem, where DOOH is increasingly being integrated into digital programmatic frameworks alongside mobile, web and Connected TV. By enabling real-time connectivity between inventory and demand platforms, the initiative aims to align outdoor media buying with the standards of digital advertising in terms of measurability and control.
A key objective of the collaboration is to make DOOH more accountable through improved tracking, auditing and optimisation capabilities. This is intended to address long-standing industry challenges, including limited visibility into campaign delivery and a lack of standardised performance measurement across outdoor formats.
As part of the integration, Magnite will enable connectivity between DOOH inventory and global demand-side platforms, allowing advertisers to activate outdoor campaigns programmatically. This infrastructure is expected to support seamless transaction flows and reduce reliance on intermediaries, streamlining execution for media buyers and planners.
Mayank Sharma, co-founder and 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 focuses on aggregating DOOH inventory and integrating geospatial intelligence and audience analytics, while Magnite provides global programmatic infrastructure and supply-side capabilities. Together, the two companies aim to enable more precise targeting and improved campaign efficiency across outdoor environments.
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.”
The partnership is expected to be particularly relevant for sectors such as FMCG, real estate, automotive, retail and CSR, which have traditionally been strong users of outdoor advertising and are now increasingly adopting digital-first media strategies. Programmatic DOOH offers these categories the ability to align outdoor campaigns with broader digital and Connected TV planning.
Key benefits of the collaboration include near real-time campaign activation, improved execution without manual intermediaries and enhanced monitoring and transparency. These capabilities are positioned as critical enablers for advertisers seeking integrated, cross-channel campaign management.
The development also reflects growing industry efforts to educate digital-first agencies and media planners about the role of DOOH within modern media ecosystems. As programmatic adoption expands, outdoor advertising is being repositioned as a fully integrated component of omnichannel strategies rather than a standalone medium.
Overall, the partnership between DGTOOHL and Magnite signals a continued evolution of India’s outdoor advertising landscape towards a more data-driven, automated and digitally connected model, aligning DOOH with global programmatic advertising standards.
