Tribes has announced a strategic investment in DGTOOHL, a Mobiyoung product, marking a move to enhance its capabilities in data-driven out-of-home media and programmatic digital OOH.
The investment aligns with Tribes’ broader strategy of expanding its integrated media and technology ecosystem, enabling clients to access more measurable and performance-led outdoor advertising solutions. By integrating DGTOOHL’s technology stack, the agency aims to bring greater precision, accountability and optimisation into OOH campaigns.
DGTOOHL specialises in programmatic DOOH and real-time audience intelligence, positioning itself at the intersection of outdoor media and digital technology. Its platform leverages geospatial intelligence, mobile SDK data and programmatic infrastructure to enable targeted and adaptive campaign execution. This includes capabilities such as cost-per-impression media buying, real-time optimisation, audience measurement and live reporting, bringing digital-style metrics to traditionally static OOH formats.
The partnership reflects a shift in the OOH landscape, where advertisers are increasingly seeking measurable and outcome-driven solutions. By combining Tribes’ scale and integrated marketing expertise with DGTOOHL’s data-led capabilities, the collaboration aims to redefine how brands plan and execute outdoor campaigns.
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 brings over 18 years of industry expertise, with a focus on transforming OOH into a performance-led medium. Its unified platform enables advertisers to track and optimise campaigns in real time, offering transparency and accountability through measurable metrics.
Mayank Sharma, co-founder and cto, DGTOOHL, added, “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 collaboration enables a range of enhanced capabilities for brands, including precision targeting based on real-world movement and audience behaviour, dynamic campaign optimisation in real time, and end-to-end transparency through live dashboards and measurable metrics. It also supports outcome-driven planning aligned with broader business and marketing objectives.
Additionally, the partnership is expected to unlock opportunities across high-growth OOH formats such as digital screens, dynamic creatives and location-based storytelling. These formats allow for more contextual and responsive messaging, aligning outdoor media with the agility of digital channels.
With a portfolio of over 450 brands and annual capitalised billing exceeding INR 1000 crore, Tribes continues to scale its integrated offerings across media, experiential and technology-led marketing. This investment positions both organisations at the forefront of a more intelligent and integrated OOH ecosystem, where data, technology and creativity converge to deliver measurable impact.
