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DOmedia opens data inventory data to OOH operators

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May 17, 2022

DOmedia will open its real-time inventory data API to all out-of-home media operators, beginning in June, according to a company press release.

The API gives media sellers the ability to integrate their inventory, including pricing and availability, into the DOmedia platform as well as BillboardsIn.com, an e-commerce platform giving advertisers access to OOH formats across the U.S. and Canada. DOmedia's enterprise tools have facilitated OOH campaigns for agencies representing over 40% of Forbes' 100 Most Valuable Brands.

The data provided via API, as well as inventory data that operators manage within DOmedia, is used to service nearly 150,000 local advertisers who have created BillboardsIn accounts.

"I had never bought a billboard ad online before and I was unsure how it would go," Carol Heisler-Lawson of The Pennsylvania Guild of Craftsmen said in the release. "But the BillboardsIn team worked really closely with me to make sure I got what I wanted."

In April, the Independent Billboard Operators organization, which represents privately-owned OOH media operators across the U.S., began integrating members' inventory into BillboardsIn. The first IBOUSA media assets, a mix of static and digital billboards, were purchased within six business days.

"That buyer, VA Electric, is your customer now," Jeff Lamb, CTO of DOmedia, said in the release. "BillboardsIn is focused on expanding access to OOH media for first-time buyers — 75% of BillboardsIn customers have never bought a billboard before."

Between enterprise tools and BillboardsIn, 180 media agencies began using DOmedia's software for OOH planning and buying in 2021, according to the release.