Digital OOH company Dynamic Outdoor has made multiple announcements this week, bolstering its software capabilities and joining the Canadian Out-of-Home Measurement Bureau (COMB).

On the software side, Dynamic Outdoor has announced it is implementing Ayuda Media Systems digital OOH software into its company’s systems. The deal gives Dynamic Outdoor access to Ayuda’s entire management platform, allowing it to offer real-time audience messaging on its 24 screens.

Prior to making its partnership with Ayuda official, the company was working with different software providers for each project, which proved difficult to manage, says Brandon Newman, president at Dynamic Outdoor.

Dynamic Outdoor launched in 2014 and currently has eight signs in Montreal, nine in Toronto and seven in Vancouver. Newman says his plan for the company is to be a technology company first and billboard company second, with goals to grow the company, either organically or through acquisitions, by the end of the year.

The company has also joined COMB, with its data being added to the organization’s July 2015 report.