Location Media Xchange (LMX), an enterprise software provider for Out-of-Home (OOH) media owners, has added inventory from BackLite Media, the digital out-of-home (DOOH) advertising company in the United Arab Emirates (UAE).
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LMX has connected BackLite Media’s dynamic Digital Out-of-Home (DOOH) inventory with its Supply Side Platform, granting advertisers access to an extensive audience across the UAE.
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BackLite Media offers premium DOOH media opportunities in various Dubai and Abu Dhabi settings, ranging from major highways like Sheikh Zayed Road to upscale malls and destinations. The integration with LMX enables advertisers to buy this inventory through their DSPs using various programmatic options, including open auction, programmatic guaranteed and private marketplace deals.
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“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 make our partnership official finally. 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.”

BackLite Media and Moving Walls’ partnership 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.
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About Location Media Xchange

Location Media Xchange (LMX) is the supply-side arm of the Moving Walls Group, providing enterprise software solutions for Out-of-Home media owners. LMX’s offerings include Revenue Management, Inventory Management, Connector to Programmatic Advertising Demand, Audience Measurement, and Dynamic Content Management, among other capabilities. Today, more than 500 media owners worldwide trust the LMX platform.
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