OOH Adtech

UAE DOOH major BackLite Media to integrate inventory with LMX SSP

â€œThis new partnership has further opened up our programmatic inventory to the rest of the world,â€ says Sean Gadsby, Head of Programmatic, BackLite Media

Published

November 27, 2023

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Location Media Xchange (LMX), a leading enterprise software provider for OOH media owners, has announced a partnership with BackLite Media, the leading DOOH advertising company in the United Arab Emirates (UAE).

LMX X Backlit Media

This collaboration will see LMX seamlessly connect BackLite Media’s dynamic DOOH inventory into its Supply Side Platform, granting advertisers streamlined access to an extensive audience across the UAE.

BackLite Media offers premium DOOH media opportunities across a diverse array of settings in Dubai and Abu Dhabi, ranging from bustling highways like Sheikh Zayed Road to upscale malls and destinations. The integration with LMX enables advertisers to seamlessly tap into this extensive inventory through their DSPs with a variety of programmatic buying options, including open auction, programmatic guaranteed and private marketplace deals.

“This new partnership has further opened up our programmatic inventory to the rest of the world. With over 200+ screens available in our programmatic network and more significant expansion planned for 2024, it is the ideal time to partner with Moving Walls. Moving Walls has a depth of experience in the programmatic DOOH space, and we look forward to working closely with them to develop the market here in the UAE. I have met with Srikanth and the wider team at multiple industry gatherings across the globe, and we are delighted to finally make our partnership official. The future looks bright for programmatic DOOH in our region.” said Sean Gadsby, Head of Programmatic, BackLite Media commenting on the partnership.

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“BackLite is well known as one of the most premium DOOH providers not just in the region but globally,” said Srikanth Ramachandran, Founder and Group CEO at Moving Walls. “This partnership makes it easier for global and regional advertisers to advertise on some of their iconic media assets in the UAE.”

The BackLite Media and Moving Walls heralds a new chapter in programmatic OOH media evolution in the UAE. This collaboration will enable advertisers to seamlessly leverage BackLite Media’s comprehensive DOOH inventory while capitalising on the benefits of programmatic buying and streamlined workflow integration of LMX. As the partnership gains momentum, it stands poised to contribute to the continued evolution of programmatic advertising in the UAE market.