TV, radio and DOOH advertising automation for the UK

OpenMediaLogic can be deployed for UK broadcasters, sales houses, radio groups, out-of-home operators and agencies. It is not live in the UK today: the platform runs in Kazakhstan, Uzbekistan and Azerbaijan, where 200+ media brands use it. This page describes what a UK deployment would involve, in the UK market's own terms, so that a reader can judge the fit before a conversation rather than after.

How the UK trades, and what the platform connects to

• Television is measured by Barb and traded largely on impacts and cost per thousand within a target audience, with agency and sales-house share deals and station-price mechanisms rather than the rating-point-and-CPP model of many other markets. The planning module takes the market's currency through the API and calculates on impacts, CPT and reach where that is how the deal is written, and on GRP and CPP where it is not.
• Sales houses sell most commercial television: ITV, Channel 4 and Sky Media each represent their own channels and a portfolio of others. The sales-house role in the platform — every channel in the pool in one window, agency deals and commitments tracked across the year — is the same structure. Addressable and programmatic TV products (Sky AdSmart, ITV's Planet V) are sold through their owners' own systems; the platform would sit beside them for the linear book, connected through the API.
• Radio is measured by RAJAR; the commercial groups (Global, Bauer) sell national and local airtime through their own sales operations. The radio module handles the schedule, rate cards, booking, certificates and reconciliation for a station group or a sales house of any size.
• Out-of-home audience is measured by Route; the large operators (JCDecaux, Clear Channel, Global, Ocean) sell classic and digital inventory directly and, for DOOH, programmatically through supply-side platforms. 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.
• Clearance — TV commercials are cleared by Clearcast before broadcast, radio by Radiocentre's clearance service, under the BCAP Code administered by the Advertising Standards Authority. Clearance status attaches to the creative in the trafficking step so a spot cannot be scheduled uncleared.
• Regulator — Ofcom licenses broadcasters and enforces the broadcasting code. Regulatory returns that draw on airing and sales records can be produced from the system.

Commercial and legal terms of a UK deployment

• Billing in GBP, VAT at the standard rate applied on invoices, through a UK contracting entity — the same local-entity arrangement the platform uses in its current markets
• Hosting and data residency in the UK, under the UK GDPR and the Data Protection Act 2018; role-based access, encryption in transit and at rest, audit log — see security and GDPR and data processing
• Interface in English (the platform has 16 languages; English is the root)
• Integration through the REST API: audience data from the measurement provider, playout and automation systems, agency finance and buying systems, accounting
• Onboarding in 48 hours for the platform itself, reference data migration included; integrations follow at the pace of the systems on the other side

Where the platform fits in the UK

The UK's large sales houses and agency groups run mature systems on each side — station-side traffic and billing, agency-side planning and finance — and a deployment there is a marketplace layer between them rather than a replacement of either, connected through the API: the alternatives page sets out how that relationship works with Mediaocean, WideOrbit and Operative. The stronger fit is where those systems are not shared: regional and digital-terrestrial channels selling their own airtime, radio groups outside the two majors, out-of-home operators' direct business, and independent agencies — the parts of the market that still book by email and spreadsheet. That is the situation the platform's three live markets were in, and the results there (up to 95% of a country's TV inventory on one platform; −32% media costs for a national advertiser; +47% occupancy for a national broadcaster) came from putting both sides of the deal in one record — Beeline, NTRC Uzbekistan.

Next step

A demo on your own inventory or plan takes 30 minutes: request one. The category pages describe the product for each side of the market — TV advertising software, radio, DOOH, media buying, media sales — and the company profile is one page. Other markets: Australia, Philippines.