The partnership connects Moving Walls’ LMX supply with Magnite, enabling advertisers to discover, buy and measure digital out-of-home inventory alongside their existing programmatic campaigns
Singapore. 23rd September, 2026 - Moving Walls, a global connected media platform for out-of-home (OOH) advertising, today announced the integration of its Location Media Xchange (LMX) supply-side platform with Magnite, the largest independent sell-side advertising company. The integration enables advertisers and other leading demand-side platforms (DSPs) connected to Magnite to access and activate Moving Walls’ digital out-of-home (DOOH) inventory across Asia-Pacific on a CPM, or impression-based, buying model.
The integration marks a significant step for Moving Walls in bringing Moving Walls’s DOOH inventory further into the mainstream programmatic advertising ecosystem. Advertisers can now access physical-world media through the same programmatic buying environments and workflows they already use for CTV, video and display, making DOOH easier to plan, activate, optimise and measure as part of an omnichannel media strategy.
Bringing OOH into the programmatic workflow
Through the Moving Walls and Magnite integration, LMX-connected inventory becomes discoverable and biddable through DSPs connected to Magnite. Advertisers can purchase DOOH based on verified impressions rather than simply buying time on a screen, bringing greater consistency to how OOH is valued alongside other digital media channels.
The integration also gives buyers greater flexibility to manage campaigns through their existing DSP workflows, including audience targeting, scheduling, optimisation and reporting.
“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. “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.”
New demand and greater opportunities for media owners
For Moving Walls’ media-owner partners, the integration opens a new route to global and omnichannel advertising demand through Magnite’s ecosystem.
Media owners connected to LMX can make their DOOH inventory available to DSP buyers while retaining control over key commercial and operational parameters, including pricing floors, inventory packaging, creative approvals and blocklists.
“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,” said Gavin Buxton, Managing Director, SEA at Magnite. “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.”
Accelerating the evolution of programmatic OOH in Asia-Pacific
Asia-Pacific is becoming an increasingly important market for programmatic DOOH as advertisers seek scalable, measurable ways to reach consumers beyond their personal devices. Connecting local and regional DOOH supply with established global programmatic infrastructure can help accelerate that adoption by making the channel more accessible to digital-first buyers.
