Lemma executive targets unified measurement as CTV and DOOH silos collapse

The convergence of CTV and DOOH represents a terminal decline for the traditional linear funnel. By transforming top-of-funnel billboards and streaming ads into measurable performance channels via mobile device mapping, Lemma is addressing the transparency gaps that have historically plagued fragmented media buys. For the broader ecosystem, this signals a shift where ad inventory value is determined by its proximity to a transaction rather than just viewership volume. Industry participants should track the adoption of unified cross-screen measurement standards in the Indian market, which will likely serve as a blueprint for other emerging ad economies focusing on hardware-level attribution and AI-optimized creative delivery.

The convergence strategy outlined by Lemma aligns with broader structural changes in the Indian advertising market as it matures. According to the Pitch Madison Advertising Report (PMAR) released in February 2026, India's total ad expenditure is projected to reach approximately ₹1.75 lakh crore this year, with digital's share nearing 64%. The report highlights that while traditional media growth has largely flatlined at 1%, digital environments including Connected TV, quick commerce, and social video are the primary drivers of incremental value. This shift is increasingly performance-anchored, forced by stricter ROI scrutiny from over 70% of Indian marketing leaders who now prioritize demonstrable business impact over broad reach.

Technology providers are simultaneously racing to bridge the attribution gap through AI-first infrastructure. Per Exchange4media in April 2026, Lemma launched 'Integral' to provide full-funnel visibility for OOH campaigns, mirroring precision standards previously limited to digital-only channels. Competitive pressure is also mounting from global players; for instance, MiQ launched its Sigma AI platform in India in May 2026 to integrate cross-device signals into a single intelligence layer. These moves respond to a record 129 million CTV users in India, as noted by WPP’s TYNY 2026 report, which found that 35% of traditional linear budgets have officially migrated to streaming services.

On the global stage, the integration of retail media data into CTV and DOOH is becoming a multi-billion dollar trend. Per EMARKETER, US retail media spending is forecast to hit $71.09 billion in 2026, with 75% of advertisers planning budget increases. The trend is shifting from simple onsite search to off-site platforms, where retailers extend their first-party data to external streaming and billboard networks. According to IAB projections from January 2026, AI-generated content is expected to account for 40% of all video ads by year-end, allowing brands to programmatically swap creatives based on the hyper-local weather and inventory triggers Dabhade describes.