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.
Brands
Ayuvya targets Rs 120 crore revenue by FY27, ramps up expansion
Wellness brand bets on new categories and digital reach for growth
NEW DELHI: Ayuvya has set an ambitious revenue target of Rs 120 crore by FY27, as it looks to build on strong recent growth and expand its footprint in India’s fast-evolving health and wellness market.
The company, which reported an estimated Rs 51.5 crore in revenue last year, is currently operating at an annual run rate of around Rs 80 crore, driven by rising consumer demand and deeper market penetration.
Ayuvya’s growth strategy centres on expanding its product portfolio and tapping into emerging wellness needs. The brand currently offers around 20 SKUs and is planning to enter new segments, including children’s nutrition and solutions for chronic health conditions. The move reflects a broader shift towards preventive healthcare, an area that continues to gain traction among Indian consumers.
“Our experience so far has been a period of sustained growth and growing trust from consumers,” said Ayuvya co-founder Pawanjot Kaur. “With increasing awareness around preventive healthcare, we see strong opportunities in categories like children’s nutrition and chronic condition management.”
Alongside product expansion, the company is doubling down on its digital strategy. Ayuvya has strengthened its presence across online marketplaces and is leveraging digital platforms to widen access and improve convenience for consumers.
The focus on accessibility, coupled with ongoing investment in product development, is expected to support the company’s growth trajectory. Ayuvya is also betting on continuous innovation to stay aligned with shifting consumer preferences in the wellness space.
With a mix of category expansion, digital reach and a focus on preventive care, Ayuvya is positioning itself to scale steadily in a competitive market, aiming to turn its current momentum into sustained long-term growth.
