Multiply Group has formed a partnership with Saudi Media Company (SMC) by signing a memorandum of understanding to create an advanced advertising technology (AdTech) platform. This collaboration aims to foster innovation in AI-powered advertising solutions, enhance digital capabilities, and penetrate high-growth markets within the MENA region.

The partnership will focus on improving the advertising sector through strategic investments in research and development. This initiative will help identify expansion opportunities by investing in complementary sectors that bolster media and advertising. The alliance also aligns with SMC’s goal to strengthen its industry position by utilizing the latest digital technologies to provide smarter and more efficient advertising solutions.

Mohammad Al Khereiji, Chairman of SMC, emphasized that this partnership represents a pivotal and transformative step in reinforcing SMC’s status as a global leader in media, advertising, and technology. He stated that by investing in cutting-edge technology, they aim to boost efficiency, create significant value for clients and partners, and stimulate economic growth across the region for the benefit of all stakeholders in the industry.

Samia Bouazza, Group CEO and Managing Director of Multiply Group, noted that the collaboration with SMC seeks to explore new models of multimedia monetization. This exploration will leverage data and technology, aligning with audience behaviors throughout the MENA region. Recently, Multiply Group also secured a deal with Arabian Contracting Services Company (Al Arabia) to establish a joint venture focused on the global out-of-home (OOH) advertising sector.