The Saudi Media Company (SMC) and Abu Dhabi-based Multiply Group PJSC have recently signed a Memorandum of Understanding (MoU) to explore potential collaborations and mutual investment opportunities in the development of advanced advertising technology platforms.
The agreement outlines a framework for collaboration in advancing advertising technology platforms, driving innovation in artificial intelligence-powered advertising solutions, enhancing digital capabilities, and expanding into high-growth markets in the MENA region.
“The region is witnessing unprecedented investment and innovation, and through this collaboration with Multiply Group, we are committed to delivering pioneering AI-driven advertising solutions powered by the latest AI technologies. By investing in cutting-edge technology, we seek to enhance efficiency, create substantial value for our clients and partners, and drive economic growth across the region, benefiting all stakeholders in the industry,” stated Mohammad Al-khereiji, chairman of SMC.
Identifying expansion opportunities
The collaboration between SMC and Multiply Group focuses on enhancing the advertising industry through strategic investments in research and development, with the goal of identifying expansion opportunities by investing in complementary sectors that support media and advertising.
Additionally, the partnership focuses on advancing advertising technology platforms, including programmatic advertising and data-driven ad sales, to optimize efficiency and effectiveness. Moreover, it seeks to drive growth in digital advertising across the MENA region while paving the way for a global expansion into markets with strong potential.
“We have built strong consumer connections across various sectors, and we are now scaling that insight regionally through transformative AdTech platforms. Together with SMC, our aim is to explore new models of multimedia monetization – using data and technology aligned with audience behaviours across the MENA region,” stated Samia Bouazza, group CEO and managing director of Multiply Group.
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Advancing data-driven digital advertising landscape
This strategic alliance supports SMC’s vision to reinforce its leadership in the industry by leveraging the latest digital technologies to deliver smarter, more efficient advertising solutions, aligning with Saudi Arabia’s Vision 2030, which prioritizes digital transformation as a key driver of economic growth and industry advancement. It also aligns with Multiply Group’s broader strategy to strengthen and expand its footprint in the media sector.
SMC and Multiply Group’s partnership marks a pivotal development in shaping a more advanced and data-driven digital advertising landscape. By integrating AI and programmatic technologies, the collaboration is set to revolutionize the industry, enabling both companies to drive innovation, introduce new business models, and achieve long-term, sustainable growth in the global media and advertising market.
