Foro is Ryarc’s commercial operating system for digital out-of-home. It lets public retail venues sell screens and posters directly, then allow programmatic only as last look.

Public retail venues and other DOOH operators who want to sell their own inventory. Brands and tenants book as buyers on the venue’s terms.

About Foro

Q: Is Foro a DSP or an SSP?

No. Foro is the venue’s storefront and operating layer. External demand platforms can take residual inventory under Yield Policy; they are not the product.

Foro is a commercial operating system for digital out-of-home that lets public retail venues sell their screens and posters directly, on their own terms.

What Foro does

Direct selling

Venues list inventory, set rack and Secure prices, and take bookings from tenants, suppliers and brand partners. The campaign is the unit of work: what, where, when, and for how much. The outcome is a sold loop or a posted face that the venue still owns commercially.

Secure and Bid

Buyers can make a firm Secure commitment, or Bid on residual when the venue allows it. Secure is first-class: the price shown is the price charged. Bid is optional machinery, not the worldview. The outcome is less cherry-picking of only the best hours and a coherent day of inventory.

Posters, boards and lightboxes

Static faces book as exclusive physical placements, not as a loop. Venues can hold or Secure the panel before the print file exists, then assign a PDF master, issue a posting pack, and collect install proof. The outcome is a real hanging job, not a playback schedule pretending to be paper.

Yield and residual demand

After direct and Foro market, leftover capacity can be released under Yield Policy to external demand platforms. External demand is last look and default off. The outcome is fill on unsold hours without handing the customer relationship to a residual exchange.

Playback without locking the CMS

Foro’s marketplace concepts stay CMS-neutral. Ryarc CampaignManager is the first execution adapter, not the domain model. The outcome is portable bookings that can reach glass without locking the venue to one CMS vendor.

What makes Foro different

The venue has the audience. It has the screens and poster space. Often, it already knows the brands that want to advertise there. Why should those brands have to pass through a chain of intermediaries to buy space from a business they already deal with?

Your advertisers stay yours

Foro gives venues the tools to sell directly to their tenants, suppliers and brand partners. The venue sets the price and the terms. Foro handles booking and delivery without claiming the customer relationship for itself.

Buyers book the actual place

A supplier can choose the stores that stock its products. A tenant can choose the center where it trades. Buyers select the locations, dates and formats they want, then Secure at the venue’s stated price or Bid where the venue invites offers.

The price shown at confirmation is the amount charged. No extra fees appear at checkout.

Your deals go first

Direct and negotiated sales have first claim on the space. The venue can offer what remains to other buyers through Foro, then use external programmatic demand if it chooses. An exchange can help sell leftover capacity. It does not get between the venue and a buyer who was already there.

What’s available is actually available

Bookings, holds, blackouts and unavailable screens or poster faces are tracked together. Every route to market works from the inventory that remains. The venue decides what to sell; Foro keeps the promises it makes to buyers grounded in what can be delivered.

Built by people who run the screens

Foro is a Ryarc product. Ryarc has delivered content to public retail screens through CampaignManager since 2003. Foro connects the commercial side of the sale to the practical business of getting an ad onto a screen or a poster into place.

Who uses Foro

Public retail venues that sell screens and posters as media.
Traditional DOOH operators who want a direct storefront before they open residual to SSPs.
Commercialisation and media managers (typically at assets with tens to thousands of faces) who set price, credit and yield policy.
Tenants, suppliers and brand teams who book as buyers on the venue’s network rather than through an agency chain.

The team behind Foro

Foro is built by Ryarc, a privately held software company founded in 2003 in Sydney. Ryarc also makes CampaignManager (CMS and players), Dappler (in-store audio), and related edge tools. Most of the company is engineering.

Fergal Ó Ceallaigh

Founder. Worked at Microsoft, Expedia and Match.com before founding Ryarc.

Neil H. Gamble

Co-founder. Former CEO of Solution 6, Star City and Medalist Developments (a Greg Norman company).

Dave Sallander

President, North America, based in Las Vegas. Chicago native. A long-time systems-integration operator in digital signage, especially retail, with public specialties in edge AI, IoT and edge device management. LinkedIn.

Dhruv M. Trivedi

Chief Commercial Officer, based in Kolkata. Public specialties: digital signage, IoT and ad-sales automation for DOOH. IIM Indore. He writes the Programmatic Decoded series for operators, including why the CMS and the marketplace are different purchases. LinkedIn.

Ryarc’s public company page is linkedin.com/company/ryarc. Headquarters and development sit in Sydney, with operations support in Skopje. Foro.live is the live product; this page is the company record.

How Foro works

Venues and buyers work in the browser at foro.live. There is no separate native app for the commercial product. Login is email and password; platform admin can require a companion-device approve.

Onboarding is inventory first: venues and faces, then yield and pricing, then inviting buyers. Direct access to Ryarc leadership is part of how Ryarc sells — you are not dropped into a ticket queue behind a reseller layer. Campaigns follow a fixed grammar: What, Where, When, If, For.

Playback and proof-of-play go through the venue’s CMS or player adapters. Response times for commercial questions are venue-to-Ryarc, not a published SLA on this page.

Key facts

Company Name	Foro (a Ryarc product)
Type	Privately held software. Commercial operating system and marketplace for digital out-of-home.
Founded	Ryarc, 2003. Foro is Ryarc’s ad-sales and marketplace product.
Founder	Fergal Ó Ceallaigh (founder; previously Microsoft, Expedia and Match.com). Neil H. Gamble (co-founder; former CEO of Solution 6, Star City and Medalist Developments). Dave Sallander (President, North America). Dhruv M. Trivedi (CCO).
Headquarters	Sydney, NSW, Australia
Website	https://foro.live
Core Offering	Direct Secure and Bid selling of DOOH screens and static posters, with programmatic last look.
Pricing	Buyers pay the venue’s Secure package or Bid. Foro is not a DSP markup on the venue’s inventory. Commercial terms are set by the venue.
Contract Terms	Campaign-length bookings (Secure) or Bid on residual. External demand is opt-in under Yield Policy, default off.
Services	Direct marketplace, Secure/Bid, static posting packs and proof, yield/residual to SSPs, CMS-neutral playback adapters, white-label.
Communication	Product at foro.live. Company at ryarc.com. Direct access to Ryarc leadership as published on Ryarc’s site.
Notable Clients	Foro customer names are not published here. Ryarc’s CMS has long-running public retail venue networks (separate from Foro bookings).
Customers Served	Public retail venues, DOOH operators, and the brands and tenants who buy from them.
Projects Delivered	Live product at foro.live. Campaign and screen counts are operator-private.
Social	Ryarc on LinkedIn · ryarc.com

Frequently asked questions

Is Foro a DSP or an SSP?

Neither. It is the venue’s commercial system. DSPs and SSPs can sit in residual yield. The tenant relationship and the inventory ledger stay with the venue.

Can I mix digital screens and posters in one campaign?

No. A loop slot and a physical face are different products. Book the poster as its own posting. Digital campaigns still need creatives before Secure; static campaigns can hold or Secure before the PDF exists.

Does programmatic see all leftover availability?

No. Foro asks an external demand partner for an ad on a specific residual unit after Yield Policy says that seat may leave. There is no dump of the leftover week. External demand is last look and default off.

What file do I send for a poster?

A print master, usually PDF, or TIFF if that face’s spec says so. JPEG is not the print file. Each face gets one master. A revision keeps the old PDF and assigns the new one before install.

Who is Ryarc?

Ryarc is the Australian software company behind Foro and CampaignManager, founded in 2003. Foro is the marketplace. CampaignManager is the CMS/player. They are related, not the same product.