Intersection’s Order Management System (OMS), integrated directly into major AI platforms like Claude and ChatGPT,
allows agencies and brands to discover, plan, and reserve digital out-of-home inventory
NEW YORK, NY – Intersection, an experience-driven out-of-home media and technology company, today announced it has opened access to its AI-powered Order Management System (OMS) for OOH advertising. The platform can be accessed via an MCP (Model Context Protocol) server, allowing users of Claude and ChatGPT as well as AI agents to plan and reserve inventory directly.
Out-of-home advertising remains one of the advertising’s most fragmented channels, often requiring buyers to navigate multiple platforms to plan and reserve campaigns. Intersection’s OMS streamlines that process through an agent-friendly workflow that allows buyers to discover inventory, check availability, build media plans, and submit campaigns for reservation directly using their chosen AI platform. Rather than serving solely as a recommendation engine, the platform enables agencies and brands to move from planning to execution within a single conversational AI agent-enabled interface or via integrated agency systems.
“Brands can now do in minutes what used to take days of emails, calls, and spreadsheets,” said Intersection CTO Nitin Shriram. “By compressing the planning and reservation process, brands can move more quickly, respond to culture in near real time, and spend more of their energy and resources on creative thinking, audience strategy, and ambitious activations, rather than operational workflows.”
Intersection’s OMS allows agencies and brands to work with their first-party data and RFP materials directly within their AI platforms while exploring inventory, availability, and campaign costs, and submitting campaigns for reservation. By keeping planning and transaction workflows within a single conversational environment, the system reduces the need to move sensitive planning data across multiple platforms and vendors.
Key features of the Intersection AI-powered OMS include:
- Standards-Based Integration: Built on IAB Tech Lab’s OpenDirect 2.0 specification.
- Unified Inventory Access: A single API for both digital screens (such as LinkNYC) and future access to static formats (including bus wraps and two sheets).
- National Scale: Immediate access to over 7,000 digital screens and future access to thousands of static panels across 13 major U.S. markets.
- Deterministic Control: Real-time availability and pricing with built-in human-in-the-loop safeguards for final booking approvals.
As generative AI adoption accelerates across the advertising industry, nearly 8-in-10 media buyers are already using or exploring the technology for media planning and activation, according to IAB’s 2026 Outlook Report. At the same time, buyers continue to prioritize human oversight, transparency, and brand safety safeguards within AI-driven workflows. Intersection’s OMS was designed with those considerations in mind, combining conversational AI planning with real-time human controls. The platform is now available in beta, with agencies and brands invited to contact Intersection directly for access and integration.
Chris Grosso, CEO at Intersection, unlike most CEO’s we pose questions to, graciously answered ours with his announcement today.
Here’s the Q & A between us.
BB: Interesting announcement Chris. Your new platform sounds like a game changer. Does this access dumb down the buying process to the extent the value is diminished and rates race to the bottom?
CG: Quite the opposite! This makes the buying process better. Today, buying OOH requires a lot of energy to go back and forth to select the right units and match up units and time slots to demographic and behavioral needs. Now a buyer can simply interact with a chat bot to get an actionable first pass plan. Humans are still in the loop, but they are editing and optimizing the plan rather than looking up data. Humans can focus more on the business needs, the strategy and the creative, rather than pushing transactional data back and forth. This will ultimately make both the buy side and the sell side more effective.
BB: What percent of revenue increase do you see your ‘OMS’ system have on the top line for 26 and 2027?
CG: 2026 is a testing and learning year for us and the industry. OOH needs to get a few pilot campaigns using more automation this year. The hope would be that 2027 omnichannel buyers will buy more with us and OOH in general by making it easier for them to transact using modern tools. The bottom line is that we want to make it seamless for buyers to work with us. That could be a phone call, an in person visit, programmatic, agentic, or chat bot. We’ll even still take a fax. We just want to make it easy to find and buy Intersection’s products however our clients, agencies, and partners want to do it.
BB: How will it affect the sales teams? Will it replace personnel?
CG: We think over time AI improves our sales team’s effectiveness. But, we believe strongly in the human factor. Our entire industry is based on the value of IRL interactions between people. We do see AI as a tool to help our sales people become more strategic sellers. We want our sellers building partnerships, understanding customer needs, brainstorming creative solutions, taking people out to see our media in real life, and helping clients understand campaign impact. Those are tasks that will always require people.
For more information visit www.intersection.com
About Intersection:
Intersection is an experience-driven Out of Home media and technology company that delivers programming, consumer amenities, and advertising to cities. From free internet access to wayfinding to real-time information, our products make city life easier and more sustainable. We further enrich cities with experiential programming that inspires and engages people throughout their day. With valuable, diverse audiences in America’s top cities, we provide innovative, data-driven solutions for brands to reach urbanites at scale. For more information, visit www.intersection.com.