TV, radio and DOOH advertising automation for Brazil

OpenMediaLogic can be deployed for Brazilian broadcasters, network affiliates, radio groups, out-of-home operators and agencies. It is not live in Brazil today: the platform runs in Kazakhstan, Uzbekistan and Azerbaijan, where 200+ media brands use it. This page describes what a Brazilian deployment would involve, in the market's own terms — and the site exists in Portuguese, so the platform's description is readable in the language the market works in.

2026: the national NFS-e and the new consumption taxes

Two things every Brazilian media company is dealing with this year. The national standard for the electronic service invoice (NFS-e) became mandatory in January 2026, replacing the municipal formats; and the consumption-tax reform began its transition — from 3 August 2026 electronic fiscal documents must carry the new IBS and CBS fields, with the requirement reaching most ISS services on 1 October 2026. Advertising is a service: every airtime deal ends in an NFS-e that now has to carry the new taxes correctly. The platform issues a deal's closing documents — order, schedule, certificate of airing (comprovante de veiculação), reconciliation, invoice — from the record the booking was made in, and a Brazilian deployment connects that output to the NFS-e system through the API with the IBS/CBS fields populated from the deal.

How Brazil trades, and what the platform connects to

• Television audience is measured by Kantar IBOPE Media on people-meter panels in fifteen metropolitan markets and a national panel; from 2026 one audience point represents about 278,000 households across the fifteen markets. Television is planned and traded on audience points, GRP and cost per point (custo por ponto), with the networks' national and regional price tables and the agency-commission model (BV) that Brazilian media trading is built on. The planning module takes Kantar IBOPE data through the API and calculates GRP, CPP, reach and frequency on it.
• Networks and affiliates — Globo holds by far the largest share of the television market; Record, SBT and Band follow, each with its own sales operation and a network of affiliates that sell local airtime in their markets. The networks run mature systems; the affiliates — more than a hundred stations across the country selling local inventory — are where a shared platform pays off. A network connects its system through the API; an affiliate or a regional group selling from spreadsheets runs its book on the platform.
• Radio is measured by Kantar IBOPE Media in the metropolitan markets; the networks (Jovem Pan, Bandeirantes, CBN and Globo's radio brands, Itatiaia, Gaúcha and the regional groups) and thousands of local stations sell airtime through their own sales teams. The radio module handles the schedule, rate cards, booking, certificates and reconciliation for a network of any size.
• Out-of-home — Eletromidia is the largest operator with tens of thousands of digital screens across the country, alongside JCDecaux, Clear Channel and the regional operators; digital out-of-home is a growing share. The platform runs the direct business — packages, bookings, proof of play, certificates — beside the TV and radio book, and leaves the programmatic channel to the SSPs.
• Regulation — broadcast licensing sits with the Ministry of Communications and Anatel; advertising is governed by the Consumer Defence Code and self-regulated through CONAR, whose code sets the rules on content, and — since 2024 — on betting advertising and, since 2025, on sustainability claims. Time limits under the broadcasting rules are enforced in scheduling; a spot's approval status attaches to the creative in trafficking.

Commercial and legal terms of a Brazilian deployment

• Billing in BRL, service taxes and, through the transition, the new IBS and CBS reflected on the NFS-e, through a Brazilian contracting entity
• Hosting and data residency in Brazil, under the LGPD and the National Data Protection Authority (ANPD); role-based access, encryption in transit and at rest, audit log — see security
• Interface in Portuguese — one of the platform's 16 languages, already in use on this site — with English available to every user
• Integration through the REST API: Kantar IBOPE data, playout and automation, agency planning and finance systems, accounting and NFS-e
• Onboarding in 48 hours for the platform itself, reference data migration included

Where the platform fits in Brazil

The national networks and the large agency groups run mature systems, and a deployment there is a marketplace layer connected through the API — the alternatives page describes that relationship with Mediaocean, WideOrbit and Operative. The stronger fit is the size of the country: the network affiliates selling local airtime, the regional radio groups and the long tail of local stations, out-of-home operators' direct business, and the regional agencies — the part of the market that still books by e-mail and spreadsheet and now has to issue every booking as a national NFS-e with the new taxes on it. In the platform's three live markets that is where the results came from: up to 95% of a country's TV inventory on one platform; −32% media costs for a national advertiser (Beeline); +47% occupancy for a national broadcaster (NTRC Uzbekistan).

Next step

A demo on your own inventory or plan takes 30 minutes: request one. Category pages: TV advertising software, radio, DOOH, media sales, traffic and billing; the company profile. Neighbouring markets: Argentina, Uruguay, Paraguay, Chile.