A digital signage CMS manages devices and content. But the ecosystem surrounding it (SSP ad platforms, mobile field apps, retail ERP systems, music databases, IoT sensors) rarely communicates with the CMS natively. Every disconnected system creates a manual step: campaign data entered twice, schedules updated by hand, field reports transcribed from mobile apps into the platform.
Custom digital signage integration layers allow digital signage platforms to exchange data with outside systems in real time or on scheduled intervals. The CMS becomes a central hub – receiving campaign instructions from SSP platforms, pulling live product data from retail systems, and synchronizing field events logged in mobile apps.
For programmatic DOOH integration with platforms such as BroadSign or Kevel, the process involves mapping the CMS inventory model to the SSP format, implementing the API handshake, building the campaign import layer that translates incoming SSP instructions into CMS-native playlist entries, and establishing a reporting pipeline that sends play-confirmation events back to the SSP automatically. Ad campaigns flow in, play on schedule, and report back without any manual intervention.
For real-time digital signage content integrations (weather feeds, live pricing, transport schedules) a relay service polls or subscribes to the external source, transforms the data, and pushes updates to active players or exposes it as a CMS widget endpoint. Players render live data as part of their scheduled content without requiring a full content update cycle.
The scope of digital signage integration services covers all connectivity work between digital signage platforms and external systems. Specific integration types include:
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