TV, radio and DOOH advertising automation for Paraguay

OpenMediaLogic can be deployed for Paraguayan broadcasters, radio groups, out-of-home operators and agencies. It is not live in Paraguay today: the platform runs in Kazakhstan, Uzbekistan and Azerbaijan, where 200+ media brands use it. This page describes what a Paraguayan deployment would involve, in the market's own terms — and the site exists in Spanish. Latin American television is measured by one company almost everywhere — IBOPE, formerly Kantar IBOPE Media — and planned on the same rating-point and cost-per-point arithmetic, so a deployment in one Southern Cone market is a deployment the neighbours can join; what differs — regulator, tax, e-invoicing — is on each country's page.

SIFEN: e-invoicing arrives group by group

Paraguay's national e-invoicing system, SIFEN (the e-Kuatía documents administered by the DNIT), is being made mandatory in numbered groups of taxpayers: suppliers to the state have been obliged since 2 January 2026, and groups 15 to 18 join on 1 March, 1 June, 1 September and 1 December 2026. Media companies and agencies are in scope as their group is called. The platform issues a deal's closing documents — order, schedule, certificate of airing, reconciliation, invoice — from the record the booking was made in, and a Paraguayan deployment connects that output to SIFEN through the API so the e-Kuatía is the natural end of a booking rather than a separate task.

How Paraguay trades, and what the platform connects to

• Television audience is measured by Kantar IBOPE Media Paraguay with real-time people meters in Greater Asunción; television is planned and traded on rating points, GRP and cost per point, with football — the national team, the Copa and the World Cup — as the inventory the year is priced around. The planning module takes IBOPE data through the API and calculates GRP, CPP, reach and frequency on it.
• Broadcasters — Telefuturo and La Tele (Grupo Vierci), SNT, Trece and Unicanal (Grupo JBB), GEN and the Nación Media channels, and the public broadcaster Paraguay TV — sell their own airtime through their own sales teams. The market is small enough that every seller and every agency know each other, and no shared system exists between them; a channel selling from spreadsheets runs its book on the platform, and a group with a system of its own connects it through the API.
• Radio remains a major medium, in Asunción and especially in the interior, with the groups' national stations and hundreds of local ones selling airtime through their own sales teams. The radio module handles the schedule, rate cards, booking, certificates and reconciliation for a group of any size.
• Out-of-home — the Asunción operators sell classic and digital inventory directly, with LED screens growing along the capital's avenues. The platform runs the direct business — packages, bookings, proof of play, certificates — beside the TV and radio book.
• Regulation — CONATEL (Comisión Nacional de Telecomunicaciones) licenses broadcasters, including the digital-television licences being tendered, and enforces the telecommunications law; advertising content is governed by the consumer-protection law and the industry's self-regulation. Time rules are enforced in scheduling; a spot's approval status attaches to the creative in trafficking.

Commercial and legal terms of a Paraguayan deployment

• Billing in PYG, VAT at 10%, electronic invoices through SIFEN, through a Paraguayan contracting entity
• Hosting and data residency in Paraguay or the region, under Paraguay's personal-data legislation; role-based access, encryption in transit and at rest, audit log — see security
• Interface in Spanish — one of the platform's 16 languages, already in use on this site — with English available to every user
• Integration through the REST API: IBOPE data, playout and automation, agency systems, accounting and SIFEN
• Onboarding in 48 hours for the platform itself, reference data migration included

Where the platform fits in Paraguay

Paraguay resembles the platform's three live markets more closely than most: a few national broadcasters, a large radio sector, a growing out-of-home business, agencies that know every seller, and a great deal of the trade still done by phone, messenger and spreadsheet. That is the situation the platform was built for, and the size of the market — 7 million people, one capital — is one a shared marketplace can cover whole: in Kazakhstan the platform became the environment through which up to 95% of the country's television inventory is sold; the national broadcaster of Uzbekistan gained 120+ advertisers in a year after opening transparent online sales (case). The alternatives page describes where the international vendors' systems fit beside it.

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, Brazil, Chile.