TV, radio and DOOH advertising automation for Estonia

OpenMediaLogic can be deployed for Estonian broadcasters, radio groups, out-of-home operators and agencies. It is not live in Estonia today: the platform runs in Kazakhstan, Uzbekistan and Azerbaijan, where 200+ media brands use it. This page describes what an Estonian deployment would involve, in the market's own terms. Estonia, Latvia and Lithuania share a measurement provider and two of their commercial television groups, so a deployment in one is a deployment the other two can join; what differs — regulator, tax, invoicing — is on each country's page.

How Estonia trades, and what the platform connects to

• Television audience is measured by Kantar Emor with a people-meter panel that has run since 2003; television is planned and traded on ratings, GRP and cost per point within a target group, and increasingly on total-video reach where broadcast and streaming are sold together. The planning module takes Kantar data through the API and calculates GRP, CPP, reach and frequency on it.
• Broadcasters — the public broadcaster ERR carries no advertising, so the commercial television market is the two groups: TV3 Group (TV3, TV6, TV3 Life and the Go3 streaming service, owned by Providence Equity Partners across the Baltics) and Duo Media Networks (Kanal 2, the Duo channels and Kanal 7, owned by Postimees Group). Each sells its own airtime and streaming inventory through its own sales team. A group with a traffic system of its own connects it through the API; a channel or a streaming service selling from spreadsheets runs its book on the platform.
• Radio audience is measured by Kantar Emor; the commercial groups and the public broadcaster's stations sell airtime through their own sales operations. The radio module handles the schedule, rate cards, booking, certificates and reconciliation for a group of any size.
• Out-of-home — JCDecaux and the local operators sell classic and digital inventory directly. The platform runs the direct business — packages, bookings, proof of play, certificates — beside the TV and radio book.
• Regulation — the Consumer Protection and Technical Regulatory Authority (TTJA) licenses media services and supervises both the Media Services Act, including advertising time and sponsorship rules, and the Advertising Act. Time limits are enforced in scheduling; a spot's approval status attaches to the creative in trafficking.

Commercial and legal terms of an Estonian deployment

• Billing in EUR, VAT at the Estonian standard rate (24% since July 2025), through an Estonian or EU contracting entity
• E-invoicing — since 1 July 2025 a buyer registered as an e-invoice recipient in the business register can require its suppliers to invoice electronically, and public-sector buyers have required it for years. The platform issues the closing documents of every deal — invoices, broadcast certificates, reconciliations — from the record the booking was made in, and an Estonian deployment connects them to the buyer's e-invoice operator through the API
• Hosting and data residency in the EU under the GDPR and the Estonian Data Protection Inspectorate; role-based access, encryption in transit and at rest, audit log — see security and GDPR and data processing
• Interface in English, which is the language Estonian media business runs in with its international partners; Russian is available as a second interface language
• Integration through the REST API: Kantar Emor data, playout and automation, agency systems, accounting and e-invoice operators
• Onboarding in 48 hours for the platform itself, reference data migration included

Where the platform fits in Estonia

Estonia is a market of 1.4 million people with two commercial television groups, a handful of radio groups and a small number of agencies — small enough that both sides of every deal know each other, and small enough that a shared marketplace covering the whole market is realistic rather than aspirational. That is the shape the platform's first market had: in Kazakhstan up to 95% of the country's television inventory came to be sold through it. The two television groups run systems of their own and would connect through the API; the stronger fit is radio, out-of-home operators' direct business, the streaming inventory that is sold beside linear, and the agencies — and, because the groups operate in all three countries, a Baltic deployment rather than an Estonian one. The alternatives page describes how the platform sits beside station-side and agency-side systems.

Next step

A demo on your own inventory or plan takes 30 minutes: request one. Category pages: TV advertising software, radio, DOOH, media sales; the company profile. Neighbouring markets: Latvia, Lithuania, Poland.