Moving Walls has plugged its Asia-Pacific digital out-of-home inventory into Magnite’s sell-side ecosystem. The integration connects the Location Media Xchange supply-side platform with Magnite, making LMX-connected DOOH screens visible and biddable to demand-side platforms that already work with Magnite.
For advertisers, the announcement means physical-world media can be bought on a CPM, impression-based model inside familiar programmatic workflows. Instead of setting up separate OOH deals, buyers can manage audience targeting, scheduling, optimisation and reporting through the same interfaces they use for CTV, video and display.
A step toward ‘digital’ out-of-home
Programmatic infrastructure has already reshaped search, social, display and connected TV by replacing manual insertion orders with real-time, impression-based auctions. Out-of-home has moved more slowly because inventory is tied to specific screens and locations. This integration pushes APAC DOOH further into that biddable ecosystem, which is why it matters beyond a single platform update.
“We are removing another layer of friction between advertisers and the physical world,” said Srikanth Ramachandran, Group CEO and Founder of Moving Walls. “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.”
What media owners keep
Moving Walls’ media-owner partners are not handing over unchecked inventory. They gain access to global and omnichannel demand through Magnite while retaining commercial and operational control over:
- pricing floors and inventory packaging
- creative approvals
- blocklists
That control matters in out-of-home, where location quality, brand safety and premium pricing have traditionally been negotiated manually.
Why APAC is watching
Gavin Buxton, Managing Director for SEA at Magnite, described DOOH as “an increasingly important channel for reaching audiences across Southeast Asia.” The partnership, he added, is intended to streamline the buying process and deliver more measurable outcomes for advertisers in key locations.
The move comes as Asia-Pacific becomes a more significant market for programmatic DOOH. Marketers are hunting for scalable, accountable reach beyond personal devices, and connecting regional DOOH supply to established programmatic rails lowers the barrier for digital-first teams.
For marketing technologists, the integration also reduces the operational overhead of adding DOOH to an omnichannel plan. If inventory discovery, bidding and reporting live in the same DSP environment as CTV, teams can compare DOOH performance against other channels without exporting data or building custom dashboards. That alignment is often the missing piece when teams want to justify out-of-home as a measurable part of the mix.
The marketer’s next step
For agencies and brand teams, the practical path is to treat DOOH as an extension of programmatic display or CTV instead of a separate channel. Start with a small CPM-based pilot in priority APAC locations, measure verified impressions through existing DSP reporting, and let audience signals decide the next round of investment. Physical-world media no longer has to sit outside the programmatic plan.
Source: MediaNews4U
