Overview
As programmatic buying continues to gain momentum across the Out-of-Home (OOH) industry, media owners are increasingly focused on creating the infrastructure required to support future demand. Success is no longer defined solely by inventory scale but by the ability to integrate technology, streamline operations, and prepare networks for automated trading.
Addig, a Hungary-based media owner, recognised this shift and set out to build a scalable programmatic ecosystem that would support future growth while strengthening control over its inventory and operations.To achieve this, Addig partnered with Moving Walls to deploy a white-labelled version of the Moving Walls platform and establish the technical foundation required to support future marketplace operations.
The Challenge: Preparing Infrastructure for Programmatic Growth
Launching a programmatic marketplace involves more than adopting new technology. It requires the alignment of platforms, devices, operational processes, and partner networks to create an environment capable of supporting future demand.
Addig's vision was to deploy a branded marketplace that could support both Supply-Side Platform (SSP) and Demand-Side Platform (DSP) capabilities. However, several technical and operational challenges needed to be addressed before inventory could be onboarded at scale.
Partner networks operated across different hardware environments, creating compatibility issues that affected deployment readiness. Existing devices were not always capable of supporting the required application framework, introducing potential delays to implementation.
At the same time, varying CMS requirements and limited device specifications across network partners created additional complexity. Without a clear path to deployment, these challenges could slow marketplace development and hinder future programmatic opportunities.
Addig needed a solution that could address these barriers while creating a scalable foundation for long-term growth.
The Approach: Building a Programmatic-Ready OOH Ecosystem
Moving Walls worked closely with Addig to establish the infrastructure required to support future marketplace operations. The collaboration focused on platform deployment, hardware compatibility, CMS readiness, and long-term scalability.
White-Labelled Marketplace Deployment
To support Addig's strategic objectives, Moving Walls deployed a white-labelled implementation of the Moving Walls platform under Addig's own brand identity.
The platform was configured to support both SSP and DSP capabilities, enabling Addig to establish the operational framework required for future inventory management, marketplace operations, and programmatic trading.
This approach provided the flexibility needed to scale marketplace operations while maintaining ownership of the user experience and platform environment.
Hardware Compatibility and Device Readiness
As part of the onboarding process, test environments were created for partner networks, including Flying Ads, to evaluate deployment readiness and identify potential technical barriers.
Testing revealed that existing Raspberry Pi-based hardware configurations were incompatible with the current application requirements.
Rather than treating hardware limitations as a deployment blocker, the teams collaborated to develop a new software build tailored to the operating environment. This ensured that implementation could continue while reducing disruption to existing infrastructure.
CMS Integration and Partner Enablement
For Uniadvert, device compatibility presented a separate challenge.
Working alongside customer success, product, and technical teams, Moving Walls engaged with device manufacturers to assess installation requirements and identify the most effective deployment pathway.
Where device specifications were unavailable, alternative hardware sourcing options were explored. To streamline future implementation, application pre-installation strategies were also prepared, helping reduce onboarding complexity and accelerate deployment readiness.
Collaborative Deployment and Support
Throughout the project, Addig and Moving Walls adopted a collaborative approach that brought together commercial, technical, and operational stakeholders.
By identifying and resolving infrastructure challenges early, the partnership focused on creating a stable foundation for future growth while minimising implementation risks that often emerge during large-scale digital transformation initiatives.
Building the Foundation for Programmatic Readiness
While inventory onboarding remains in the testing phase, Addig and Moving Walls have focused on establishing the technical and operational infrastructure required to support future programmatic activation.
Through the deployment of a white-labelled marketplace platform, hardware compatibility testing, CMS integration preparation, and onboarding workflow development, Addig has taken important steps toward creating a programmatic-ready operating environment. Inventory onboarding and marketplace activation remain ongoing
The project highlights an important lesson for media owners: programmatic readiness begins with the right infrastructure, technology integrations, and operational processes. Addressing these requirements early helps create a smoother path toward future marketplace activation.
At the time of publication, inventory onboarding and marketplace activation remain in progress. This case study focuses on platform deployment, infrastructure readiness, hardware validation, and onboarding preparation activities. Operational and commercial performance results are not yet available.
Key Takeaways for Media Owners
- Build infrastructure readiness before scaling programmatic demand.
- Address hardware and device compatibility challenges early in the deployment process.
- Establish clear CMS and onboarding workflows across partner networks.
- Invest in flexible marketplace environments that can support future growth.
- Align commercial, operational, and technical teams to accelerate adoption and reduce implementation risk.
Preparing for programmatic growth starts with the right operational foundation. Whether you're launching a marketplace, onboarding inventory, or modernising your technology stack, Moving Walls can help you build the infrastructure needed for long-term success.
Contact us to learn how Moving Walls helps media owners prepare their inventory, infrastructure, and operations for future programmatic trading.
