Lemma

Lemma is an omnichannel advertising technology company and supply-side platform specializing in digital out-of-home and other emerging media formats, headquartered in Mumbai, India. Founded with the goal of digitizing India's out-of-home landscape, Lemma has grown from a local initiative into an interconnected global network while continuing to invest in its home market, and is widely credited as a pioneer of programmatic digital out-of-home in India. Its cloud-based platform is designed to make buying and selling of DOOH screens as straightforward as transacting mobile or web inventory, and it integrates programmatic buying across digital out-of-home, connected TV and other formats so advertisers can run full-funnel campaigns across multiple touchpoints.

Lemma introduced an independent supply-side platform aimed at bringing transparency to how return on investment and media spend are measured in out-of-home, helping advertisers manage inventory, sync real-time content to the locations and screens where audiences are present, and avoid wasteful exposure by not serving ads when footfall falls below accepted levels. The platform supports third-party validation through standard demand-side integrations with major buying platforms. Lemma reports programmatic access to millions of digital out-of-home screens globally and has expanded its capabilities into additional markets, including China.

Alongside its SSP, the company offers a content management system for DOOH screen owners with AI-powered media discovery features intended to connect inventory directly to global programmatic demand. Through this stack, Lemma positions itself as an omnichannel platform that brings automation, measurement and scale to out-of-home advertising.