⟶ Insights / AdTech
Software for the OOH & DOOH industry.
Out-of-Home (OOH) media is no longer just about paper and paste. From programmatic bidding to AI-driven audience analytics, discover how custom software is redefining the digital billboard landscape.
8 min read · Updated Aug 2026
The programmatic shift.
Modern advertisers expect the same agility in the physical world that they get on the web. Programmatic DOOH (pDOOH) allows for automated buying, selling, and delivery of ad content across digital screens.
Fragmented Inventory
Managing thousands of screens across different vendors and network types without a unified view.
Proof of Performance
Standardised reporting that advertisers trust - proving exactly when and where an ad played.
Legacy Hardware
Integrating modern programmatic stacks with older media players and proprietary firmware.
Network Reliability
Ensuring playback continuity even with intermittent connectivity at the edge.
Core software components.
Building a robust DOOH network requires a stack that spans from the cloud to the edge.
Inventory Management
Real-time availability, venue mapping, asset health monitoring, and maintenance scheduling.
Programmatic Ad Serving
SSP/DSP integrations, real-time bidding (RTB), and dynamic creative optimisation (DCO).
Verification & Proof-of-Play
Edge computing for playback logs, camera-based audience analytics (anonymised), and fraud detection.
Operational ERP
Integration with Odoo for billing, contract management, and field technician dispatch.
Frequently asked.
Why build custom OOH software vs buying a platform?+
Standard platforms often take a heavy revenue share and limit your ability to integrate with bespoke hardware or internal ERPs. Custom software allows you to own your data, eliminate recurring per-screen fees, and build unique features like proprietary audience estimation models that become your competitive advantage.
What is the difference between OOH and DOOH software?+
OOH software manages physical assets like static billboards, focusing on leasing, production, and installation workflows. DOOH software adds layers for digital playback, programmatic auctions, content scheduling, and real-time monitoring of screen health.
How does AI fit into DOOH?+
AI is used for predictive maintenance (identifying screen failure before it happens), dynamic creative optimization (changing ads based on weather or traffic), and advanced audience measurement using anonymized computer vision to estimate impressions and dwell time.
Can you integrate DOOH networks with Odoo ERP?+
Yes. We specialize in connecting DOOH delivery platforms to Odoo for automated billing, sales commission tracking, and asset management. This eliminates the manual entry between the media team and the finance team.
What are the latency requirements for programmatic OOH?+
While not as high-frequency as mobile web ads, programmatic DOOH requires sub-second response times for bidding and creative fetching to ensure the right ad plays in the correct slot without black screens.
Ready to digitise your media inventory?
From inventory management to programmatic player software, we architect the systems that power modern OOH networks.