24 September 2026 | Asia-Pacific
Moving Walls has announced an integration between its Location Media Xchange (LMX) supply-side platform and Magnite, giving connected demand-side platforms a route to its digital out-of-home inventory across Asia-Pacific.
The company’s announcement page is dated 24 September, while the release carries a Singapore dateline of 23 September 2026.
What the integration changes
According to Moving Walls, eligible inventory becomes discoverable and biddable through DSPs connected to Magnite, using a cost-per-thousand-impressions, or CPM, model. The stated aim is to bring outdoor buying into workflows advertisers already use for other programmatic channels.
The announcement also says participating media owners retain control over pricing floors, inventory packaging, creative approvals and blocklists. It does not publish a complete country-by-country screen list, named buyer-platform availability or campaign results.
Access is the beginning of a media plan
BillboardGuide’s analysis: A new buying route can reduce the work required to source inventory, but planners still need to establish exactly which locations are available for their brief. A regional integration should be assessed through its eligible units, operating conditions and delivery terms.
For a multi-market advertiser, the first useful question is whether the inventory covers the required cities and environments. A transit screen, a shopping-centre display and a roadside billboard can play different roles even when they are purchased through the same platform.
Our programmatic DOOH guide provides a framework for reviewing the buying route and the underlying inventory together.
Impression-based buying needs a clear denominator
CPM gives buyers a common way to express cost, but comparisons depend on the impressions behind that figure. Ask how the estimate is produced, which audience data is used and how a screen’s ad share affects the campaign total.
A play count should not be substituted for an audience estimate without explanation. Nor should reported impressions be interpreted as unique people. The buying proposal needs to identify what is being counted and how the calculation relates to the contracted locations and dates.
Use BillboardGuide’s CPM calculator to compare cost and impressions on a consistent basis. Keep the same treatment of platform, service and production fees across competing proposals.
Regional scale still requires local creative
A shared buying workflow can support a regional campaign while the artwork remains specific to each market. Language, location cues, viewing distance and available reading time should inform the creative plan.
Treat each screen’s specification as a production requirement. Confirm the permitted duration, dimensions, motion rules and approval deadline before developing a large set of versions. Where a message changes with time or context, define an approved default as part of the brief.
For local planning context, our Singapore advertising guide explains how to assess different city environments. The guide is a planning reference; it does not establish that any particular Singapore screen is included in this integration.
What to watch next
The most useful follow-up evidence would identify active inventory by market, supported transaction routes and reporting fields. Buyers should request those details directly for their proposed campaign.
The announcement introduces an access capability. Its value for an advertiser will depend on whether that capability produces a suitable, clearly priced and verifiable plan for the locations the business needs.
