TV, radio and DOOH advertising automation for Uruguay
OpenMediaLogic can be deployed for Uruguayan broadcasters, radio groups, out-of-home operators and agencies. It is not live in Uruguay today: the platform runs in Kazakhstan, Uzbekistan and Azerbaijan, where 200+ media brands use it. This page describes what a Uruguayan 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.
How Uruguay trades, and what the platform connects to
- Television audience is measured by Kantar IBOPE Media Uruguay with people meters in Montevideo, extended in 2026 to a national potential-audience index, with cross-media measurement of streaming — already about 30% of video consumption — to follow. Open television remains the most-watched medium. Television is planned and traded on rating points, GRP and cost per point. The planning module takes IBOPE data through the API and calculates GRP, CPP, reach and frequency on it.
- Broadcasters — Canal 10 (SAETA), Teledoce (Canal 12), Canal 4 (Grupo Monte Carlo) and the public broadcaster TNU, with Canal 5 and TV Ciudad — sell their own airtime through their own sales operations; the three private channels are the commercial market. A group with a system of its own connects it through the API; the regional channels and the streaming inventory sold beside linear run their book on the platform.
- Radio is measured by the industry's radio study; the groups (Radio Sarandí and Grupo Magnolio, El Espectador, Océano FM, the Monte Carlo stations, and the interior's regional stations) sell 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 Montevideo operators sell classic and digital inventory directly, with digital screens on the Rambla and the main avenues. The platform runs the direct business — packages, bookings, proof of play, certificates — beside the TV and radio book.
- Regulation — URSEC (Unidad Reguladora de Servicios de Comunicaciones) supervises broadcasters, and the audiovisual law has enforced advertising-break limits with fines on the channels; a new media law (Law 20.383, August 2024) changed licence limits and ownership rules and awaits full regulation. Advertising content is governed by the consumer-relations law and the industry's self-regulation. Time limits are enforced in scheduling; a spot's approval status attaches to the creative in trafficking.
Commercial and legal terms of a Uruguayan deployment
- Billing in UYU, VAT at 22%, through a Uruguayan contracting entity
- Electronic invoicing — since 1 January 2025 every VAT taxpayer issues electronic fiscal receipts (CFE) through the DGI, with no adaptation period for new taxpayers. The platform issues every closing document — invoice, certificate of airing, reconciliation — from the record the booking was made in, and a Uruguayan deployment connects that output to the CFE workflow through the API
- Hosting and data residency in Uruguay or the region, under the Personal Data Protection Law (Law 18.331) and the URCDP; 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 CFE
- Onboarding in 48 hours for the platform itself, reference data migration included
Where the platform fits in Uruguay
Uruguay is a market of 3.4 million people with three commercial television channels, a handful of radio groups and agencies that plan from Montevideo — small enough that a shared marketplace covering the whole market is realistic rather than aspirational, and that is how the platform's first market came to sell up to 95% of its television inventory through it. The channels run systems of their own and would connect through the API — the alternatives page describes that relationship. The stronger fit is radio, out-of-home operators' direct business, the streaming inventory sold beside linear, the interior's stations and the agencies — and, because the agencies and the measurement company work across the Río de la Plata, a deployment Argentina can join. 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).
Questions buyers in Uruguay ask
Is there one system that connects a TV channel, a radio station or a screen operator with the agencies and advertisers who buy from it?
Yes — that is what OpenMediaLogic is. The seller publishes inventory, availability and prices; the agency or advertiser plans and books against them online; the seller confirms; and the schedule, the certificate of airing, the reconciliation and the invoice come out of the same record. It covers TV, radio and digital out-of-home in one system, so a media group sells channels, stations and screens from one place and an agency buys all three in one plan.
Three channels, a few radio groups, one capital — is a platform worth it for a market our size?
A small market is where one shared system covers everything, and where both sides of every deal already know each other. The platform's first market was the same size and came to sell up to 95% of its TV inventory through it.
We already issue CFE through the DGI. What does the platform add?
The record before the invoice: the booking, the schedule, the certificate of airing and the reconciliation, all in one place — so the CFE is generated from the deal rather than typed from a spreadsheet, and connected to the DGI workflow through the API.
Does it work with IBOPE ratings and URSEC's advertising-break limits?
IBOPE data comes in through the API and the plan is calculated on it — rating points, GRP, cost per point, reach, frequency. Break limits are enforced when a spot is placed, not discovered when the fine arrives.
Is there a Spanish interface, and can we bill in pesos?
Yes on both. Spanish is one of the platform's 16 interface languages, billing is in UYU with VAT through a Uruguayan contracting entity. The platform is not live in Uruguay yet; a demo on your own inventory takes 30 minutes.
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, Brazil, Paraguay, Chile.