Moving Walls Integrated Out-of-Home Tech With Magnite
Advertisers can now programmatically purchase digital out-of-home inventory across Asia-Pacific using existing workflows.
Updated on Sept. 25, 2026 in Advertising
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Moving Walls has integrated its Location Media Xchange platform with Magnite, enabling programmatic access to digital out-of-home advertising. This move allows advertisers to buy physical-world media inventory through automated demand-side platforms.
Why it matters
The partnership removes friction for brands seeking to extend digital campaigns into physical environments at scale. It responds to advertiser demand for measurable, screen-based reach that operates outside of traditional personal device ecosystems.
The integration connects the Location Media Xchange supply-side platform to Magnite, creating a unified bridge for programmatic buying. The total number of available digital out-of-home impressions remains unknown as owners retain individual pricing floor control.
The players
Moving Walls
A Singapore-based marketing technology company specializing in location intelligence and out-of-home advertising platforms.
Magnite
A global sell-side advertising platform that provides technology for publishers and media owners to sell digital inventory.
The details
This integration makes out-of-home inventory discoverable and biddable through the demand-side platforms already connected to Magnite. Advertisers can now manage targeting, scheduling, and reporting for physical displays within the same programmatic workflows used for online ads. Media owners retain full control over their own pricing floors and creative approval processes throughout these automated transactions.
Timeline
September 25, 2026: Moving Walls announced the integration of its platform with Magnite.
Market Landscape
This integration follows the industry-wide trend of bringing legacy offline media into programmatic digital out-of-home buying environments. By linking specialized platforms to major sell-side infrastructure, the market is attempting to standardize physical-world media buying.
Operators and advertisers should review their existing demand-side platform connections to determine if they can now automate out-of-home buys through the Magnite link. Consider evaluating whether your current programmatic workflow supports the reporting needs for physical digital displays.
The takeaway
The move signals that physical advertising is becoming increasingly integrated into standard digital programmatic operations. Monitor how media owners adjust their pricing floor strategies as these platforms gain broader reach and automated accessibility.
Further reading
For more on shifts in marketing technology and media buying, see the Advertising section.
Source note: This article includes information reported by MediaNews4U.
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