The Saudi Media Company (SMC) has partnered with Abu Dhabi-based Multiply Group PJSC to explore advanced advertising technology platforms through a newly signed Memorandum of Understanding (MoU). According to Economy Middle East, this collaboration aims to identify potential investment opportunities and develop innovative AI-powered advertising solutions for the MENA region.

The agreement establishes a framework for the two companies to enhance digital capabilities and drive innovation in advertising technology. This includes a focus on programmatic advertising and data-driven ad sales, with the goal of optimizing efficiency and effectiveness in the advertising industry. The partnership is expected to support growth in digital advertising across the MENA region and facilitate global expansion into promising markets.

Mohammad Al-khereiji, chairman of SMC, emphasized the commitment to delivering pioneering AI-driven advertising solutions. He noted that the collaboration with Multiply Group is driven by the unprecedented investment and innovation currently seen in the region. By integrating cutting-edge technology, they aim to enhance operational efficiency and create substantial value for clients and partners while contributing to economic growth in the region.

The partnership will also focus on identifying expansion opportunities through strategic investments in sectors that complement media and advertising. Samia Bouazza, group CEO and managing director of Multiply Group, highlighted the goal of exploring new multimedia monetization models by leveraging data and technology aligned with audience behaviors across the MENA region.

This strategic alliance aligns with SMC’s vision of reinforcing its leadership in the industry by utilizing the latest digital technologies. It also supports Saudi Arabia’s Vision 2030, which prioritizes digital transformation as a vital driver of economic growth and industry advancement. The collaboration between SMC and Multiply Group is positioned to significantly impact the digital advertising landscape, integrating AI and programmatic technologies to foster innovation and sustainable growth in the global media market.