Connected TV, DOOH, and Digital Media Converge to Create a Unified Shopping Experience: Siddharth Dabhade, Lemma

The global advertising landscape is undergoing a profound structural transformation, with the traditional boundaries between digital media, connected TV (CTV), and digital out-of-home (DOOH) advertising converging into a seamless, unified shopping experience. Thanks to the rapid evolution of programmatic advertising, high-visibility displays, such as premium billboards and streaming platforms, are no longer isolated channels in the early stages of the sales funnel. Instead, they function as performance engines through advanced mobile retargeting infrastructures. As the ad tech ecosystem adapts to a cookieless future through privacy-respecting spatial targeting, the industry is moving toward unified multi-device measurement standards to build a more transparent, accountable, and scalable media marketplace.

In an exclusive interview with Adgully, Siddharth Dabhade, Chief Commercial Officer at Lemma, describes a structural shift in the advertising technology landscape in which the traditional boundaries between digital media, connected TV (CTV), and digital out-of-home (DOOH) advertising have merged into a single, integrated user experience.

At Lemma, they are driving the global growth of programmatic advertising across DOOH and CTV. What market trends do they believe will define the next phase of advertising convergence between digital media, TV, and out-of-home advertising?

Unified measurement standards: Defining single-source, cross-platform attribution metrics that connect CTV, DOOH, and mobile devices, eliminating reliance on fragmented, publisher-specific data silos. Open and interoperable protocols: Standardizing programmatic bidding infrastructures across national media networks to reduce supply chain fragmentation and technology tax avoidance.

Privacy-centric cohort structures: Create clean, localized, and privacy-compliant data environments to securely combine branded first-party data with anonymized location and household graphs.

Independent audit bodies: Establish independent third-party audit bodies to ensure data transparency and eliminate reporting discrepancies between SSPs and DSPs.