DGTOOHL, a product of Mobiyoung, has revealed a strategic alliance with Magnite to enhance programmatic Digital Out-of-Home (DOOH) advertising capabilities in India.

The partnership seeks to enhance transparency, accessibility, and efficiency within the outdoor advertising ecosystem—an industry traditionally limited by restricted visibility and labor-intensive execution processes.

Outdoor advertising in India has consistently faced issues related to delivery reliability and campaign visibility. The advent of programmatic integration is transforming the medium into a more accountable and data-focused channel, allowing for campaigns to be tracked, audited, and optimized in a manner akin to digital platforms.

Through the partnership, Magnite will facilitate smooth connections between DOOH inventory and worldwide demand-side platforms (DSPs), enabling advertisers to programmatically access and activate outdoor media.

Mayank Sharma, Co-Founder & CTO, DGTOOHL – A Mobiyoung Product says, “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.”

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DGTOOHL will be pivotal in consolidating and organizing DOOH media inventory, while Magnite’s platform supports instantaneous transactions and demand integration, providing a smooth purchasing experience for advertisers.

With programmatic firmly established in mobile, web, and Connected TV (CTV), DOOH is progressively becoming a natural expansion of the digital media landscape. This integration enables brands to organize unified, multi-channel campaigns where outdoor advertising supports digital and CTV strategies to boost visibility and memory.

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Sectors like FMCG, real estate, automotive, retail, and CSR—historically significant users of outdoor advertising—are anticipated to spearhead the transition to programmatic DOOH adoption.

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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.”