Lemma

What Lemma does

Lemma is a privately held AdTech company that operates an AI-powered omnichannel programmatic advertising platform connecting Out-of-Home (OOH) and Connected TV (CTV) inventory with digital performance channels. Founded in India (with conflicting dates of 2017 and 2019 cited across sources), Lemma is incorporated as Lemma Media Inc. in New York, USA, and serves brands, agencies, DSPs, and media owners across India, North America, Asia-Pacific, Middle East, and EMEA. The platform addresses a core market gap: traditional OOH advertising has historically lacked measurable attribution, making it difficult for brands to justify outdoor spend against performance channels.

The company offers a platform-plus-modules product architecture. Lemma Integral is the AI-first flagship full-funnel attribution platform that connects OOH exposure to digital outcomes including website visits, app installs, and conversions via the proprietary Lemma Audience Graph. Lemma Delta serves as the omnichannel campaign management layer, while Lemma Sigma functions as the SSP for media owners to monetize DOOH inventory through programmatic demand. Lemma Phi is a free AI-powered CMS for DOOH screen owners featuring AI-driven screen discovery, categorization, and floor rate recommendations. Lemma Infibid handles audience activation and targeting. Integration with Google Display & Video 360 (DV360) enables programmatic DOOH buying, and partnerships with Doceree, Taiv, Madison Media, and Continuum Media extend the platform into healthcare, CTV, and agency channels.

Lemma monetizes through programmatic transaction fees on DOOH and CTV inventory, platform fees for full-funnel attribution and measurement services, and managed services for media owners connected to global programmatic demand. The company operates an enterprise field sales motion with dedicated regional teams targeting brands and agencies directly. As of August 2025, the platform claims access to 3.5 million programmatic DOOH screens globally. Pricing is quote-based and not publicly disclosed. The company has not disclosed revenue or external funding beyond a 2019 round referencing Core91 Fund, and operates as a founder-led organization under CEO Gulab Patil with no disclosed institutional investors or parent company.

Name

Lemma

Legal name

Lemma Media Inc.

Website

https://lemmaanz.com

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

11–50 employees

Short description

Lemma is a privately held AdTech company that operates an AI-powered programmatic advertising platform connecting Out-of-Home and Connected TV inventory with digital performance channels, serving brands, agencies, and media owners globally with full-funnel attribution.

Ownership category

akta.pro rank

Product category

Programmatic Advertising Technology

NAICS

Indoor and Outdoor Display Advertising (54185), Advertising Agencies (54181), Other Services Related to Advertising (54189)

SIC

Services-Advertising Agencies (7311), Services-Prepackaged Software (7372), Services-Advertising (7310)

akta.pro primary industry

OOH Programmatic & Data/Measurement Services (Audience Analytics, Attribution) (MPAAAKAI)

Keywords

• Programmatic advertising platforms
• Digital out-of-home
• Adtech attribution software
• Programmatic DOOH media
• Audience targeting solutions

Headquarters

HQ city

Pune

HQ country

India

HQ region

Asia

Offices7 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure

Revenue model

1. Programmatic DOOH Advertising: Lemma operates as an SSP (Supply Side Platform) connecting DOOH inventory to programmatic demand. Revenue is generated through programmatic ad serving fees on OOH and CTV inventory, typically taking a percentage of media spend or a per-impression fee.
2. Media Owner Platform Services: Lemma Phi CMS is offered as a free platform to screen owners, generating revenue by connecting them to global programmatic demand. The platform monetizes DOOH inventory through automated campaign delivery and programmatic integrations.
3. Full-Funnel Attribution Platform: Lemma Integral platform enables brands to measure and optimize OOH campaigns with digital attribution. Revenue model based on platform fees for measurement, attribution, and campaign optimization services across the full funnel.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels6 records

Core offering

Lemma develops an AI-powered omnichannel programmatic advertising platform that connects Out-of-Home (OOH) advertising with digital performance channels. The platform integrates planning, audience activation, measurement, and optimization within a single dashboard, providing advertisers full-funnel attribution from outdoor impressions to digital outcomes, while offering media owners a free CMS and an SSP to monetize DOOH inventory programmatically.

Product overview

Lemma is an omnichannel adtech platform offering a suite of products centered on connecting Out-of-Home (OOH) advertising with digital performance outcomes. The platform operates as a platform-plus-modules architecture: Lemma Delta serves as the core omnichannel platform enabling brands to maximize ROI via emerging media; Lemma Integral is the AI-first full-funnel attribution platform that transforms OOH into measurable performance channels; Lemma Sigma is the SSP platform for media owners to monetize inventory; and Lemma Phi is the free AI-powered CMS for DOOH screen owners. Together, these products enable advertisers and media owners to plan, activate, measure, and optimize campaigns across DOOH, CTV, mobile, and web from a unified dashboard.

Differentiator

Problem solved

Functional benefit

Brands

• Integral: AI-powered full-funnel platform that transforms OOH impressions into impactful results, providing full-funnel attribution and measurable outcomes.
• Delta
• Sigma
• Phi
• Infibid

Products and services

• Lemma Integral AI-first full-funnel advertising platform for brands and advertisers that bridges OOH advertising with digital performance channels, providing full-funnel visibility and measurable attribution from outdoor impressions to digital outcomes including website visits, app installs, and conversions.
• Lemma Delta Omnichannel advertising platform for advertisers that maximizes ROI via emerging media, providing a unified approach to reaching target audiences, expanding brand visibility across all channels with full geographic coverage through digital platforms starting with DOOH.
• Lemma Sigma Supply-side platform (SSP) for media owners to efficiently utilize and monetize their DOOH media inventory, gaining access to global brands and advertisers with complete control and programmatic transparency.
• Lemma Phi Free AI-powered Content Management System (CMS) for DOOH screen owners globally. Features include AI-powered discovery that automatically classifies OOH media by geolocation, audience demographics, and seasonal footfall; auto-categorization of creatives and screens; AI-powered floor rate recommendations; and AI-driven brightness control for energy savings. Connects media owners to global programmatic demand through Sigma.
• Lemma Infibid Product for audience activation and targeting, enabling advertisers to reach curated audiences across the digital ecosystem through various partners to drive conversion.

Quantifiable outcome

• 1.5x higher app installs compared to planned campaigns
• +3 more outcomes

Named customers14 records

Segments4 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

AI capability9 records

Feature5 records

Partnerships

Eight partnerships are on record, tiered core, strategic and flagship.

• DocereecoreTechnology or Integration · 24 June 2026Exclusive supply partnership enabling true addressability in healthcare out-of-home advertising. Doceree provides specialty healthcare audience data integrated with Lemma's DOOH inventory for targeted healthcare advertising campaigns.
• Social BeatstrategicGTM or Marketing Partner · 3 June 2026Social Beat collaborated with Lemma to power MIXI Inc.'s 'Strike World' India launch through programmatic DOOH. Joint go-to-market partnership for client campaigns in the Indian market.
• Continuum MediastrategicGTM or Marketing Partner · 11 May 2026Expanded partnership to bring AI-powered full-funnel OOH solution 'Outdoor to Outcome' to the Middle East region. Strategic partnership for regional market expansion and service delivery.
• Kalpataru LimitedstrategicStrategic or Co-development Partner · 6 May 2026Social Beat delivers context-aware pDOOH ads for Kalpataru Limited powered by Lemma's platform. Represents partnership approach where agencies integrate Lemma technology for client campaigns.
• Lemma IntegralflagshipStrategic or Co-development Partner · 22 April 2026Lemma Integral is the company's flagship AI-powered platform connecting OOH to digital performance. The platform represents a core strategic product initiative to transform outdoor advertising attribution.
• Google DV360coreTechnology or Integration · 28 October 2025Lemma integrates with Google Display & Video 360 (DV360) to enable programmatic DOOH buying and dynamic creative rendering. This partnership enables brands to activate DOOH campaigns through DV360's demand-side platform with real-time creative synchronization capabilities.
• Madison MediastrategicGTM or Marketing Partner · 15 October 2024Digital agency partner collaborating on campaigns including the Godrej Properties flight-sync DOOH campaign. Madison Media handles creative strategy while Lemma provides programmatic DOOH platform and execution.
• TaivstrategicStrategic or Co-development Partner · 15 October 2024Strategic partnership to redefine CTV and venue-based media advertising. Collaboration on technology integration for connected TV and venue-based inventory access.

Scale indicators6 records

Recent moves4 records

Expansion highlights6 records

Direct peers

• Vistar Media: Largest independent programmatic DOOH SSP, supplying inventory to major DSPs including DV360. Most directly comparable competitor to Lemma Sigma on the supply side and Integral on the demand-side attribution thesis.
• Place Exchange: Supply-side programmatic OOH platform integrated with major DSPs. Closest direct competitor in pDOOH supply aggregation and omnichannel campaign orchestration targeting advertisers and agencies.
• Viooh: Programmatic digital out-of-home marketplace operating across multiple global markets. Competes with Lemma Sigma on the SSP side and with Lemma Integral on full-funnel planning and activation.
• Hivestack: Programmatic DOOH ad exchange and SSP with global inventory aggregation. Competes head-to-head with Lemma on programmatic activation and supply aggregation, particularly across North America, EMEA, and APAC.

Broad incumbents

• Broadsign: Established DOOH CMS and SSP platform serving media owners globally. Comparable to Lemma Phi + Sigma combined, though with a much larger installed base of static and digital OOH operators.
• Outfront Media: Major US-based OOH media owner transitioning aggressively to programmatic DOOH. Comparable on the supply side of Lemma's network and a key potential media-owner partner/competitor for premium screen inventory.
• Magnite: Largest independent omnichannel SSP with growing CTV and DOOH presence. Competes with Lemma on the demand-side relationship layer and is a potential partner via Loubna Kadiri Hassani's prior tenure.
• Google Display & Video 360: World's largest DSP and Lemma's most strategically important integration. Comparable as the dominant demand-side pipe through which Lemma's pDOOH inventory is activated, and a potential competitive threat if Google deepens native pDOOH.
• The Trade Desk: Largest independent DSP with native pDOOH buying through integrations like Vistar. Represents both a major demand channel for Lemma and a competitive threat as it builds deeper DOOH capabilities.
• JCDecaux: Global OOH media owner with significant digital street-furniture footprint. Comparable as a potential media-owner partner for Lemma Sigma and a benchmark for premium inventory scale and quality across international markets.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/lemma-technologies
• Xx.com/lemma_dooh
• Facebookfacebook.com/lemmatechnologies

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles16 records

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Lemma