In a significant move to drive innovation in the media and advertising industry, Saudi Media Company (SMC) has signed a Memorandum of Understanding (MoU) with Multiply Group PJSC (ADX: MULTIPLY), an investment holding company based in Abu Dhabi. The collaboration aims to explore potential partnerships and mutual investments in the development of advanced advertising technology platforms.
This strategic alliance aligns with Multiply Group’s broader goals to expand its presence in the media sector. The MoU outlines a framework for advancing advertising technology, focusing on artificial intelligence-powered solutions, digital capabilities, and market expansion across MENA. The collaboration also emphasizes enhancing programmatic advertising and data-driven ad sales to optimize advertising efficiency and effectiveness.
The partnership is committed to research and development in complementary sectors that support media and advertising, aiming to drive growth in digital advertising and position both companies for future global expansion. This effort supports SMC’s goal of solidifying its leadership in the advertising industry, leveraging the latest digital technologies to offer smarter, more efficient solutions aligned with Saudi Arabia’s Vision 2030, which emphasizes digital transformation as a key driver of economic growth.
Mohammad Al-khereiji, Chairman of SMC, stated, “This partnership is a strategic step in reinforcing SMC’s position as a global leader in media, advertising, and technology. Through our collaboration with Multiply Group, we are committed to delivering pioneering AI-driven advertising solutions that enhance efficiency, create value, and drive economic growth in the region.”
Samia Bouazza, Group CEO and Managing Director of Multiply Group, added, “Our partnership with SMC places us at the intersection of technology, data, and cultural understanding. We aim to scale our insights regionally by developing transformative AdTech platforms, creating new models of multimedia monetization aligned with audience behavior across MENA.”
This partnership marks a pivotal development in the evolution of a data-driven and advanced digital advertising landscape, promising innovation, new business models, and sustainable growth in the global media and advertising market.
