SMC And Multiply Group Forge MoU To Advance Ad Tech And AI Innovation In MENA Region

Saudi Media Company (SMC) and Multiply Group PJSC (ADX: MULTIPLY), an investment holding firm from Abu Dhabi, have signed a Memorandum of Understanding (MoU). This agreement aims to explore collaborative opportunities in developing advanced advertising technology platforms. The partnership aligns with Multiply Group's strategy to expand its presence in the media sector.

The collaboration seeks to enhance advertising technology platforms, including programmatic advertising and data-driven ad sales. This initiative aims to optimise efficiency and effectiveness in digital advertising across the MENA region. The partnership also paves the way for global expansion into promising markets.

Strategic investments in research and development are central to this collaboration. Both companies aim to identify expansion opportunities by investing in sectors that complement media and advertising. The focus is on driving growth through innovative solutions powered by artificial intelligence.

This strategic alliance supports SMC's vision of reinforcing its leadership in the industry. By leveraging digital technologies, SMC aims to deliver smarter, more efficient advertising solutions. This aligns with Saudi Arabia's Vision 2030, which prioritises digital transformation as a key driver of economic growth.

Mohammad Al-khereiji, Chairman of SMC, remarked on the agreement: "This partnership marks a strategic and transformative step in strengthening SMC’s position as a global leader in media, advertising, and technology." He emphasised the commitment to delivering pioneering AI-driven advertising solutions powered by cutting-edge technologies.

Exploring New Business Models

Samia Bouazza, Group CEO and Managing Director of Multiply Group, stated: "Multiply Group’s partnership with Saudi Media Company positions us at the intersection of technology, data and cultural understanding." She highlighted their aim to explore new multimedia monetisation models using data and technology aligned with audience behaviours across MENA.

This partnership represents a pivotal development in shaping a more advanced digital advertising landscape. By integrating AI and programmatic technologies, both companies aim to drive innovation and introduce new business models. This collaboration is set to achieve long-term sustainable growth in the global media market.

The agreement outlines a framework for collaboration that includes advancing AI-powered advertising solutions. It also focuses on enhancing digital capabilities and expanding into high-growth markets within the MENA region. This initiative is expected to create substantial value for clients and partners while benefiting all stakeholders involved.

With inputs from WAM