BackLite Media partners with Location Media Xchange to expand advertiser access in UAE

UAE – Location Media Xchange (LMX), the enterprise software provider for out-of-home (OOH) media owners, has announced its partnership with UAE-based digital-out-of-home (DOOH) advertising company BackLite Media to offer advertisers access to a more expanded inventory.

Through this collaboration, advertisers can leverage BackLite Media’s comprehensive DOOH inventory while also capitalising on the benefits of programmatic buying and the streamlined workflow integration of LMX.

BackLite Media offers premium DOOH media opportunities across a wide range of settings in Dubai and Abu Dhabi, including bustling highways like Sheikh Zayed Road and upscale malls and destinations.

LMX will seamlessly connect its supply-side platform (SSP) into BackLite Media’s dynamic DOOH inventory to give advertisers streamlined access to an extensive audience across the UAE.

With the integration of both platforms, advertisers can now 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.

BackLite Media and Moving Walls herald a new chapter in programmatic OOH media evolution in the UAE. As the partnership gains momentum, it stands poised to contribute to the continued evolution of programmatic advertising in the UAE market.

Sean Gadsby, head of programmatic at BackLite Media, said, “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.”

He added, “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.”

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

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