‘OOH will evolve into a tech-enabled, measurable medium by 2030’

As OOH shifts towards a more data-driven future, the focus is moving beyond visibility to accountability. For Doohit.ai, this means building not just a tool, but a unified infrastructure that integrates planning, buying, execution, and measurement. 

“DOOHIT is being built as a foundational infrastructure layer for OOH,” says Santosh Smith, positioning the platform as a full-stack ecosystem designed to bring fragmented workflows together. 

Instead of creating new metrics, the platform aligns with industry systems like Roadstar. “The focus is on aligning with emerging industry standards… ensuring transparency and credibility,” he explains. 

Programmatic OOH, while growing, remains at an early stage—particularly in India. “The ecosystem still needs scale and standardisation,” Santosh notes, adding that measurement will be key to driving real budget allocation. 

Fragmentation continues to be the biggest challenge, with inventory spread across formats and stakeholders. However, Santosh sees this as an opportunity to build unified platforms that aggregate inventory and standardise data. 

“By 2030, OOH will evolve into a technology-enabled and measurable medium,” he says—marking a shift from visibility-led planning to accountability-driven decision making.