BackLite Media, one of the leading digital out-of-home (DOOH) advertising companies in the United Arab Emirates (UAE), has announced a partnership with Place Exchange, the leading 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 premium DOOH media opportunities across a diverse array of settings in Dubai and Abu Dhabi, ranging from bustling highways like Sheikh Zayed Road to upscale malls and destinations. This expansive coverage across the UAE ensures that BackLite Media effectively reaches individuals throughout their daily journeys. The integration with Place Exchange enables advertisers to 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.

Sean Gadsby, Head of Programmatic at BackLite Media, expressed enthusiasm about the partnership with Place Exchange, highlighting the potential to unlock new revenue streams and attract interest from global buyers. “Place Exchange is a prominent name in the industry, and we’re eagerly anticipating the prospects this partnership brings on a global level. The collaboration with Place Exchange will empower our clients with unparalleled programmatic capabilities and a seamless workflow to incorporate BackLite Media in omnichannel purchases.”

“There is growing demand by local and global advertisers for DOOH inventory in this market,” said Nick Bennett, SVP of Partnerships at Place Exchange. “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.”

The BackLite Media and Place Exchange integration heralds a new chapter in programmatic OOH media evolution in the UAE. This collaboration will enable advertisers to seamlessly leverage BackLite Media’s comprehensive DOOH inventory while capitalising on the benefits of programmatic buying and streamlined workflow integration. As the partnership gains momentum, it stands poised to contribute to the continued evolution of programmatic advertising in the UAE market.

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