BackLite Media, the digital out-of-home (DOOH) advertising company in the United Arab Emirates, has announced a partnership with Place Exchange, the SSP for programmatic out-of-home (OOH) media to accelerate the programmatic transformation of DOOH in the UAE and increase opportunities for DOOH to be included in omnichannel marketing strategies.
BackLite Media offers DOOH media opportunities across a diverse array of settings in Dubai and Abu Dhabi, from highways like Sheikh Zayed Road to upscale malls and destinations.
The integration with Place Exchange enables advertisers to tap into this inventory through their DSPs with a variety of programmatic buying options, including open auction, programmatic guaranteed and private marketplace deals.
Sean Gadsby, Head of Programmatic at BackLite Media, said: “Place Exchange is a prominent name in the industry, and we’re eagerly anticipating the prospects this partnership brings on a global level.”
This collaboration will allow advertisers to leverage BackLite Media’s comprehensive DOOH inventory while capitalising on the benefits of programmatic buying and streamlined workflow integration.
Nick Bennett, SVP of Partnerships at Place Exchange, says: “There is growing demand by local and global advertisers for DOOH inventory in this market.
“Through this integration with BackLite Media, they can now deliver high-impact OOH messaging to audiences throughout the UAE with scale, automation, and flexibility like never before.”