Centralized DOOH Campaign Planning and Activation Platform Development

Developed a unified platform for a global AdTech organization to bring DOOH campaign planning into one place.

A leading media technology group from Southeast Asia, operating in the AdTech and DOOH advertising space, was looking to expand its vision for campaign planning and management. Its existing environment was fragmented, with manual workflows, limited inventory visibility, and disconnected processes, which were affecting its overall efficiency and decision-making. The organization needed a scalable approach to strengthen its current IT portfolio, improve goal setting, and adapt to changing market demands.

To achieve this transformation goal, they partnered with Rishabh Software to leverage our AdTech development capabilities and technical expertise. We helped them with a centralized DOOH campaign planning platform, purpose-designed to meet the speed, scale, and precision for modern programmatic advertising.

Capability

Digital Engineering

Industry

AdTech

Region

Southeast Asia

Key Features

To streamline DOOH campaign planning and address operational inefficiencies, the client required a centralized platform that could unify inventory, enhance precision targeting, and enable scalable campaign execution. To support the client’s vision, we introduced the following key features:

Centralized DOOH Campaign Planner

Built a unified campaign planning platform to manage the end-to-end DOOH campaign lifecycle in one place. This reduced dependency on multiple tools, improved coordination, and enhanced the overall campaign visibility.

Inventory Recommendation Engine with Auto-Selection

We have developed an intelligent inventory engine that recommends and auto-selects relevant inventory using LLM-based understanding on campaign-like goals, target parameters, and real-time availability. This reduced manual effort and iteration, accelerated planning, and improved the precision of inventory selection.

Real-Time Inventory Visibility

To assist teams in viewing real-time availability and planning campaigns with greater confidence. This helped reduce scheduling conflicts, improve utilization, and support faster decision-making.

Targeting and Forecasting Engine

Implemented advanced targeting and forecasting capabilities leveraging audience and location intelligence. This improved campaign precision and enabled more data-driven media planning decisions.

Creative Management and Approval Workflow

Introduced a structured approval workflow for creative assignment, validation, and approvals. This helped teams reduce delays, improve process control, and accelerate campaigns toward execution.

Reporting and Programmatic Enablement

Integrated performance reporting and programmatic activation capabilities within the platform. This enhanced campaign transparency, simplified performance tracking, and enabled seamless execution across programmatic channels.

Challenges

The campaign operations, including planning and execution, relied on disconnected tools, with teams manually reconciling data across spreadsheets, emails, and siloed systems.

Lack of real-time visibility into available, reserved, and sold DOOH inventory led to double bookings, delays, and missed opportunities.

Creative assets were shared and approved through informal processes, creating version-control issues, compliance risks, and launch delays.

Planning, buying, and reporting were disconnected, requiring manual handoffs, duplicate data entry, and separate performance tracking.

Solutions

We set out to fundamentally reshape the DOOH planning experience, replacing inefficiency with intelligence and fragmentation with control. Built on the belief that speed, visibility, and data-driven decisions define modern advertising, the platform was engineered for high performance and scale. By combining technical sophistication with domain-led thinking, we created a system that not only solves today’s challenges but is truly ready for the future of programmatic and data-led media.

Centralized Platform Architecture

Architected a scalable platform using Java (Spring Boot) for the backend and React.js for the frontend, with AWS as the cloud foundation to support scale, performance, and multi-market operations across Southeast Asia geography.

Unified System Architecture

Consolidated inventory, targeting, creatives, approvals, forecasting, and reporting into one ecosystem instead of relying on separate tools

Intelligent Planning Capabilities

By integrating audience targeting, POI-based geospatial data, and forecasting models to support more informed campaign decisions.

Programmatic Activation Enablement

Enabled campaigns to move more smoothly from planning to execution without manual re-entry or disconnected handoffs.

Implemented Workflow Governance

By digitizing creative validation, approval routing, and campaign progression controls for better accountability and consistency.

Quality Assurance and Release Stability

Implemented automated API and UI testing using RestAssured and Selenium to ensure platform stability, reliability, and scalability as the system evolved.