MAM
Amit Rathi hangs up his boots at Digital Turbine after nine years
MUMBAI: Every book, no matter how extraordinary, must one day close to make way for a new tome.
Amit Rathi, with over 20 years of expertise in digital media and advertising, is stepping down from mobile advertising platform Digital Turbine as country manager -south Asia after an illustrious tenure spanning eight years and 10 months. His departure is both bittersweet and inspiring-a poignant goodbye to a journey marked by relentless innovation, transformative teamwork, and collaborations that shaped the future of the industry.
During his time at Digital Turbine, Rathi witnessed the transformative evolution of the organisation, from its beginnings as Opera Mediaworks to its transition into AdColony, and finally its integration into Digital Turbine. His leadership played a pivotal role in driving the company’s growth, particularly across the Asia-Pacific (APAC) region, where he built strong partnerships with leading agencies, brands, and publishers.
He extended his gratitude to the APAC team for their camaraderie and dedication, “A special thank you to the Digital Turbine APAC team for your unwavering support—you made this journey truly special.”
He also acknowledged the invaluable trust and collaboration of clients, agencies, and partners, “A heartfelt thank you to all the clients, agencies, partners, and brands I had the privilege of working with. This journey would have been incomplete without your trust and collaboration.”
Rathi’s tenure at Digital Turbine saw the company emerge as a leader in delivering innovative mobile advertising solutions, leveraging technology to connect brands with audiences globally. He played a vital role in driving revenue growth, expanding market presence, and fostering a culture of excellence within the organisation..
Prior to his time at Digital Turbine, spent a few of his formative years at Yatra Online, Sify, Rediff.com, Infomedia (formerly Tata Press Yellow Pages) and Integrated Databases (India Today goup) when they were all in their glory days.
As he embarks on the next phase of his career, Rathi expressed excitement for future challenges and opportunities. His extensive expertise in strategic planning, market development, and team leadership positions him as a formidable force in the evolving digital landscape.
The question being asked, however, is: what’s he going to do next?
MAM
DGTOOHL partners Magnite to scale programmatic DOOH in India
Tie-up aims to boost transparency and real-time access in outdoor ads
NEW DELHI: DGTOOHL, a product of Mobiyoung, has entered into a strategic partnership with Magnite to expand programmatic digital out-of-home advertising capabilities in India, as the sector looks to modernise and align more closely with digital media standards.
The collaboration is aimed at addressing long-standing inefficiencies in the outdoor advertising ecosystem, where manual processes and limited transparency have often made campaign execution difficult to track and measure. By introducing programmatic integration, the partnership seeks to bring real-time visibility, improved accountability and data-led decision-making to the medium.
Outdoor advertising in India has traditionally lagged behind digital channels in terms of measurement and optimisation. The move towards programmatic DOOH is expected to change that, enabling advertisers to monitor, audit and refine campaigns with greater precision.
Under the partnership, Magnite will provide the infrastructure to connect DOOH inventory with global demand-side platforms, allowing advertisers to plan and activate outdoor campaigns programmatically, much like they do across mobile, web and connected TV.
“Programmatic DOOH is bringing a much-needed shift in how outdoor advertising is planned and executed,” said DGTOOHL co-founder and CTO Mayank Sharma. “By introducing transparency and real-time capabilities, we are enabling advertisers to move beyond traditional limitations and adopt a more measurable, data-led approach.”
DGTOOHL will focus on aggregating and streamlining access to DOOH media inventory, while Magnite will handle real-time transactions and demand integration, creating a more seamless buying experience for brands and agencies.
The timing reflects a broader industry shift. As programmatic buying becomes standard across digital formats, DOOH is increasingly being seen as the next frontier, allowing brands to extend digital strategies into physical environments. This integration enables more cohesive, cross-channel campaigns, where outdoor advertising complements online and CTV efforts to boost reach and recall.
“As advertisers look for unified and measurable media solutions, programmatic DOOH offers a strong opportunity to extend digital strategies into the physical world,” said Magnite senior account manager Jerit Kunjumon.
Industries such as FMCG, real estate, automotive and retail, traditionally heavy users of outdoor media, are expected to be among the early adopters of programmatic DOOH in India.
The partnership also promises operational benefits, including near real-time campaign activation, reduced reliance on intermediaries and improved monitoring of campaign performance.
As digital and physical media ecosystems continue to converge, the collaboration between DGTOOHL and Magnite signals a step towards making outdoor advertising more accountable, scalable and aligned with the expectations of modern marketers.
