Moving Walls, Magnite expand programmatic access to DOOH inventory across APAC

Moving Walls has entered into a partnership with Magnite to broaden advertisers’ access to programmatic digital out-of-home (DOOH) inventory across Asia-Pacific. The collaboration connects Moving Walls’ Location Media Xchange (LMX) supply-side platform with Magnite’s programmatic ecosystem.

The partnership is designed to simplify the inclusion of DOOH in omnichannel media plans alongside channels such as connected TV, video and display.

Through the integration, advertisers and demand-side platforms (DSPs) working with Magnite can discover, purchase and measure Moving Walls’ DOOH inventory using a CPM, or impression-based, buying model.

LMX-connected inventory will be available for discovery and bidding through DSPs integrated with Magnite. Advertisers can also continue to manage their DOOH campaigns within their existing workflows, covering audience targeting, scheduling, optimisation and reporting.

The integration brings DOOH closer to established digital buying practices by enabling advertisers to transact against verified impressions rather than buying fixed time slots across individual screens. According to Moving Walls, this approach can make physical-world media easier to plan, activate and measure as part of broader omnichannel campaigns.

“DOOH has always had the ability to deliver mass reach and real-world impact. The opportunity now is to make that impact as accessible, measurable and accountable as digital media,” said Srikanth Ramachandran, Group CEO and Founder of Moving Walls.

He added, “By connecting LMX with Magnite, we are removing another layer of friction between advertisers and the physical world. Buyers can access premium DOOH supply through the platforms they already use, while media owners gain access to a much broader pool of programmatic demand.”

For media owners connected to LMX, the partnership also opens up an additional avenue to global and omnichannel advertising demand through Magnite’s programmatic ecosystem.

Gavin Buxton, Managing Director, SEA at Magnite, said, “Digital out-of-home is an increasingly important channel for reaching audiences across Southeast Asia, and programmatic provides marketers with the tools to create more data-driven, efficient campaigns.”

He added, “We’re pleased to work alongside Moving Walls to help streamline the process and bring more measurable outcomes to advertisers, making it easier for them to reach the right audience in key locations.”

The partnership comes as programmatic DOOH continues to gain traction across Asia-Pacific, with advertisers looking for scalable and measurable ways to engage audiences beyond personal devices.

By bringing regional DOOH supply into established programmatic infrastructure, Moving Walls and Magnite are looking to make the medium more accessible to digital-first advertisers while creating new opportunities for media owners to tap into programmatic demand.

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