TEANECK, N.J., Sept. 8, 2025 /PRNewswire/ — On September 3, 2025, Ground Support Labs, a global digital signage solutions company headquartered in New Jersey, and Moving Walls, a global leader in media technology and enterprise software for Digital Out-of-Home (DOOH) and in store retail media, announced a strategic partnership to launch XEN Media. By unifying network operations, inventory management, and media booking automation, the new platform creates a single solution that transforms how digital signage owners— both in the U.S. and globally—manage and monetize their networks.
For network owners, operating large-scale digital signage environments typically involves juggling multiple systems to monitor uptime, manage ad inventory, and handle media bookings. This fragmentation slows down revenue cycles and drains operational resources. XEN Media eliminates this friction by combining Ground Support Labs’ proven reliability in signage operations with Moving Walls’ global expertise in media automation and programmatic enablement.
“Managing large digital signage networks is getting more complex, both from a sales and operations point of view. With this partnership, we offer the only integrated software for backend operations, inventory management, and sales planning for DOOH media owners who want to transform the way they operate,” said Srikanth Ramachandran, Founder and Group CEO of Moving Walls.
The first U.S. network to adopt the full XEN suite was New Tradition, a leading out-of-home media company. By connecting to programmatic platforms while seamlessly managing direct sales, XEN enables New Tradition to maximize uptime and give advertisers streamlined access to premium DOOH inventory. “Since migrating the majority of our players onto XEN Media, we’ve been able to schedule content more efficiently while providing consistent capabilities across our national network,” said Emily Mahoney, VP of Operations of New Tradition. “Ground Support Labs has been a patient, collaborative partner that always keeps our goals in mind. They’ve been outstanding to work with, and we’re excited to continue growing together.”
With New Tradition leading the way, Ground Support Labs sees this partnership as a model for how DOOH networks can operate moving forward. “This partnership brings frictionless backend operations and next-gen automation to the forefront of the DOOH ecosystem,” said Shivam Parikh, President of Ground Support Labs. “Network owners, agencies, and brands alike benefit from having one integrated platform that ensures screens stay online, content is delivered reliably, and media transactions are executed without complexity.”
The DOOH Turning Point
The OOH industry is experiencing rapid transformation. Traditional static billboards are being converted into digital panels at an accelerated pace, driving the need for more sophisticated operational support. In parallel, in-store retail media is on the rise, introducing new inventory sources and sales models. Programmatic DOOH is also scaling, bringing in more advertisers who expect the same ease and automation found in online advertising.
With more than 1 million screens already powered by Moving Walls globally and Ground Support Labs’ proven track record delivering turnkey digital signage networks from design to day-two operations, the two companies are uniquely positioned to deliver a single-stack platform that keeps pace with these shifts.
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