Havas ME’s Alejandro Fischer: Shaping Advertising’s Landscape with Tech Brilliance
In the ever-evolving landscape of media and advertising, we bring you an exclusive interview with Alejandro Fischer, the visionary Senior Vice President of Strategy and Product Innovation at Havas Middle East. With 13 years of industry expertise, he takes us on a journey through the dynamic realms of strategy, innovation, and the pivotal role technology plays in creating meaningful connections.
As an advocate for the next generation, he shares insights on embracing change and fostering curiosity.
Could you tell us about your background and experience in the advertising industry?
I began my journey in the world of digital media planning almost two decades ago and made the move to the Middle East 12 years ago. Always eager to volunteer for global new business pitches, I gained invaluable experience. Since joining Havas, I’ve navigated two major career shifts. The first involved transitioning from digital planning to a more upstream strategy role, focusing on broader challenges and media needs for our clients. The second shift led me to my current position, where I oversee multi-discipline strategy across Media, Creative, and PR for Havas Group in the Middle East.
We see a lot of CGI-based advertising in the MENA region. How have technology, AI, and the Metaverse influenced and transformed the advertising landscape?
Questions about technology, whether it’s CGI or any other innovation, are inevitable. There’s often debate on whether certain tech applications are just trendy or even gimmicky. However, the reality is that we have a responsibility to understand and maximize the impact of the technology available to us. We’re in the business of connection. If a piece of tech has the power to spark desire or sell, it’s our job to explore its full potential.
In that light, AI is an absolute game-changer; I see it as an equalizer. It supercharges everything we do, from content creation to deep analytics. What excites me the most is its versatility. At Havas, we use AI for everything from the first visualization of an impossible idea to finding new segments and niche audiences and advanced media optimization. Far from replacing human creativity, it amplifies it.
How do you stay on top of not just technological changes, but also evolving consumer demands?
Staying ahead of trends requires an obsessive focus on people. I believe empathy is key; it’s crucial to continuously connect, interact, and get feedback from real people. At Havas, we have a unique capability for Insights and Market Intelligence. We’re constantly observing, questioning, and decoding shifts in consumer attitudes. We even venture into topics like frugality and social activism, questions that others in the market are not asking but should be.
Can you discuss a recent successful campaign HAVAS Middle East deployed and what strategies you implemented to make it successful?
The Adidas Liquid Billboard campaign holds a special place for me. The challenge was to address the cultural barriers preventing women in the MENA region from swimming comfortably. We didn’t just promote a new swimwear line; we initiated a social movement through a swimmable billboard in Dubai. For me, it epitomizes what we aim for at Havas—meaningful impact.
What could you tell us about the Saudi Vision 2030 and how do you plan to make sure that HAVAS aligns with it?
Saudi is central to our growth strategy at Havas. For me, it’s about doing justice to the monumental transformation that the nation is undergoing. We need to challenge the old paradigms of engagement because audiences there are changing at a breakneck speed. Entrepreneurship is rising, arts and culture are becoming focal points, and the media landscape is fragmenting rapidly.
What are some of the shifts or changes that you have witnessed over your decade-long tenure in the MENA region?
The digital landscape has seen a seismic shift, but what’s more intriguing is the cultural awakening. Arts, social activism, and entrepreneurship are rising as dominant forces. The narratives are changing. This has deep implications for our industry, requiring a more nuanced approach to brand messaging and positioning.
What are some of the key trends that you see emerging in the next few years and how do plan to approach them?
Two critical trends I see are the mainstreaming of AI and a growing focus on authentic social responsibility. Our approach is straightforward—stay ahead of the learning curve on tech while ensuring that we don’t lose sight of the ‘human’ in our campaigns. Meaningful change, driven by data and augmented by technology, will be our north star.
What tips would you provide to young professionals hoping to work in the advertising and marketing industry?
Don’t be afraid of change; embrace it. Learn when to listen and when to question—both are invaluable skills in advertising. Stay perpetually curious. Make it a point to learn something meaningful about every client and every industry you interact with.
SRMG Ventures Pours $5 Million in MENA’s Anghami Platform
A third investment was disclosed by SRMG Ventures, the venture capital division of the Saudi Research and Media Group (SRMG). The integrated media group has announced plans to invest $5 million in Anghami, a music and entertainment streaming service with offices in the UAE and founded in Lebanon. SRMG is dedicated to fostering the media and entertainment ecosystem in the MENA area. It plans to do so by spotting market possibilities, satisfying consumer wants, and developing new revenue sources. The venture represents a major advancement for the region’s music and audio sector, which is expected to grow at an 11% CAGR. The consistent rise is also credited to local talent, rising Arab stars, and the tactical presence of foreign record firms. This is solidifying MENA’s role as a key participant in the global music industry.
The SRMG-Anghami Strategic Venture
The group’s investment approach, which focuses on creative developers, and virtual and interactive entertainment is aligned with SRMG Ventures’ investment in Anghami. The focus will also be on the digital media platforms and drivers that are at the pinnacle of technical innovation. SRMG Ventures’ broad media reach, content library, and portfolio of top audio/podcast assets will accelerate Anghami’s growth trajectory. Additionally, they will receive a bigger slice of the quickly expanding market, anticipated to reach $700 million in 2026.
Anghami has a sizable subscriber base (120 million, up from 75 million in 2021) and a library of more than 100 million songs. It is the premier source for Arabic and international music, podcasts, and entertainment. Anghami has expanded its offerings across music streaming since its 2012 inception. At the moment, it offers live events, concerts, branded music, and video content. Additionally, it offers renowned music streaming services, podcasts, a music lounge with live entertainment, record labels for Arab musicians, and exclusive and original Arabic material.
Anghami will employ SRMG’s large media networks to speed up growth by offering users fresh experiences. Additionally, it will increase legitimate listening to music audio content in the MENA region and empower artists. Billboard Arabia, the newest addition to SRMG’s media portfolio will introduceseveralf charts employing information from the top digital streaming platforms. It will work with Anghami to help promote the musicians and songs that are shaping the local and international music scene. Additionally, all of SRMG’s content creation channels that are presently accessible through the Anghami portal will pave the way for future partnerships between the two.
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Here’s what they said
Jomana R. Al-Rashid, CEO of SRMG, said:
Audio consumption is growing fast in the MENA region. In 2022 alone, the market size for audio increased by 35%. This demand coupled with the commercial opportunity it presents makes digital audio and media one of the investment priorities for SRMG Ventures. These opportunities are also demonstrative of our strategy and commitment to support and develop the media ecosystem, act as a catalyst for further growth and enhancement of SRMG’s offerings and services. Today, Anghami has been able to secure one of the largest user bases in audio streaming in the region, and has developed an impressive platform with extensive technological capabilities – a testament to the leadership of founders Elie Habib and Eddy Maroun. We’re looking forward to working closely with the Anghami team to realize our shared vision of elevating the region’s media and entertainment industry.
Eddy Maroun, Co-founder & CEO of Anghami, said:
This investment from SRMG Ventures marks a significant milestone for Anghami. We have continually evolved to meet our audience’s changing demands and support the region’s rising entertainment and music industry. Working together with SRMG, a leader and innovator in regional media, Anghami will be able to unlock further opportunities to champion the music ecosystem. This partnership will propel regional artists to greater heights, expand their global reach, and create new touchpoints for our users and artists alike.
Read More: StarzPlay Unveils Free Fantasy Football Game for Fans in MENA
StarzPlay Unveils Free Fantasy Football Game for Fans in MENA
StarzPlay Sports has announced the release of StarzPlay Fantasy Sports, an unprecedented free-to-play Web3 sports game in the MENA region. The SERIE A 2023/24 season will mark the first time the football prediction game is played. It will debut in 19 nations in the Middle East and North Africa region and will only be accessible through StarzPlay Sports.
By integrating Web 3.0 and blockchain technologies, StarzPlay Fantasy Sports represents a crucial turning point in the fantasy sports industry. As the SVOD platform continues to set the standard for providing its audience with distinctive and interesting content, StarzPlay Sports is establishing itself as a versatile entertainment hotspot. Thousands of hours of high-quality video, including the best Western, Arabic, and Turkish shows, anime, and live sports are currently available on the site.
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Blockchain technology-powered game
Watching live games on StarzPlay Sports has an entirely novel experience thanks to the game. StarzPlay Fantasy Sports enables viewers to fully experience the excitement of live football matches by allowing them to anticipate scores in real-time for SERIE A matches and other regional leagues. The goal will be to increase user interaction with the matches. This would involve predicting results like scores and possession percentages and identifying the player who might score the opening goal inside the interactive arenas using intuitive in-game tools. Players will require their strategic acumen and draw from their football understanding for a chance to earn prizes, compete against friends, and move up weekly, monthly, and all-time leaderboards,
Players who make accurate predictions can win a variety of rewards. The in-game money STARZ$ is one of them. Despite being free to play, players can buy, sell, and exhibit NFTs in a real-time interactive marketplace using money. This will give them the tools they need to build a customized team and improve their predicted performance. Additionally, the currency may be exchanged for tickets to SERIE A games, football merchandise, platform subscription vouchers, and, the cherry on top, meet-and-greet events with football legends beginning with the upcoming 2024 Supercoppa Italiana finals in Riyadh. Players will also receive prizes from third-party sponsors. In essence, it will open up a new channel for businesses and advertisers to interact with site visitors.
The HTML5 game will be run via the Skale Network and organized in Amazon AWS in a serverless environment. This will make it possible to serve customers during busy periods and offer a consistent, excellent experience during matches.
Here’s what they said
Alessandro Masaro, Chief Strategy Officer at StarzPlay said,
StarzPlay Fantasy Sports is the first-of-its-kind blockchain service in the region which will give customers a new dimension to engage with sports while competing to win incredible prizes. Our goal is to make StarzPlay a hub for sports entertainment and provide users and rights holders with more opportunities to interact and build stronger and more valuable relationships. We believe this is the first step of a larger plan which will see StarzPlay Fantasy Sports expand into other leagues and sports in the near future.
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True Gamers invests $13.5 million in the UAE Gaming Scene
Image Credit: Hypernia
True Gamers, a Moscow-based leading eSports company is geared up to completely reform the cyber games landscape in the MENA region. They plan to launch a series of first-of-its-kind projects to establish a network of gaming lounges across the region. This $13.5 million dollar investment will take place by the end of 2023. It will be used to organize tournaments attracting gamers and organizers from around the world.
Anton Vasilenko, co-founder, and CEO of True Gamers said,
Over the next two years, we’ll be investing significantly in the future development and expansion of eSport lounges in the UAE and across the broader Middle East region. By the end of 2023, we plan to invest $13.5 million into developing our gaming centers in the UAE alone.
Mr. Vasilenko had recently announced a partnership with Baz Station Interiors, a Dubai-based gaming room design company as an entry plan in the Emirates. Baz Station Interiors will provide True Gamers with portable interiors that could be transferred and installed in distinct locations. The eSports company intends to renovate the eSports industry to help with social good. Their commitment to innovation resulted in the launch of robot waiter dogs. People with disabilities will be able to remotely control them. However, the CEO stated that the company’s joint venture with Baz is only limited to interior development.
Rise in GCC Gaming Landscape
According to a report by Boston Consulting Group titled ‘Game Changer,’ about 60% of the population in the Middle East identified themselves as gaming enthusiasts, driving half the share of mobile gaming app downloads. The Middle East and North Africa region, more specifically, the GCC arena has observed a significant progression. It has developed into a nerve center for the gaming and eSports industry. As a result, this flourishing sector has drawn the attention of both players and spectators alike. It has also fascinated investors, organizations, and sponsors.
The availability of high-speed internet and the progressive gaming frameworks have been the major contributors for the surge in the eSports and gaming industry. The GCC countries have witnessed a substantial amount of investment in technology and connectivity. Because of these developments, gamers can participate in a seamless online gaming experience. Additionally, the region hosts dedicated gaming facilities for hosting competitions, and events and increasing visibility. At the same time, modern and hi-tech equipment, expert training, and space to connect with fellow gaming enthusiasts allow players to compete in major international tournaments.
Apart from that, the government’s encouraging policies and initiatives have nurtured the industry’s growth. One such noteworthy example is the DMCC gaming center, launched by the Dubai Multi Commodities Center. This space provides a platform for professionals to connect, team up, and discover new opportunities.
All eyes are on Abu Dhabi
True Gamers has opened gaming spaces in 6 locations in Dubai, including the reputable Dubai Mall. The company now looks to expand its reach and assess potential markets in the rest of the Emirates. They currently have their sight set on Abu Dhabi. Abu Dhabi enjoys the benefits of in-house support and events like Yas Gaming Month, because of its partnership with industry players like Ubisoft and Unity. AD Gaming, an initiative by the Abu Dhabi government for driving and creating self-reliable gaming, pledges to make Abu Dhabi the principal gaming hub in the UAE. They have forged a relationship with SAWA, to localize gaming video games, especially the ones developed in China. The objective is to make the vast gaming library more accessible for Arabic speakers. This cooperation will facilitate the Chinese eSports company to expand internationally via Abu Dhabi.
Plans of expansion in the MENA region.
The plan to arrange the very first tournament in the True Gamers club and launch new lounges in Dubai is currently in the pipeline. The company is in talks with charities and businesses for funds to make the dream of entering the UAE market a reality.
The company plans to penetrate the Saudi Arabian market. They have already taken measures to research the market and understand the customer needs. According to the BCG’s report, Saudi Arabia is the industry leader in the gaming sector. Saudi Arabia has approximately 45% market to its name. It boasts a value that exceeds $1.8 billion dominating the mobile gaming market. It contributed to 65% of the revenue. They even plan to expand in Egypt. As such, they are looking for prospective local partners.
By 2027, the gaming industry in the Middle East and North Africa region is predicted to reach $6 billion. These figures are expected to be double what it was in 2021. This just suggests that there is a ton of room for growth in these untapped regions.
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Adscholars Victorious at MENA 2023 Smarties Awards
We are thrilled to announce that Adscholars emerged victorious at the highly prestigious MENA 2023 Smarties awards, clinching two bronze awards and earning a spot on the shortlist across three categories for the MENA region. MENA Smarties, part of the esteemed Mobile Marketing Association (MMA) Smarties program, recognizes and celebrates outstanding modern marketing initiatives that deliver strong business impacts. The MENA Smarties Awards, celebrated globally, applaud leaders, brands, agencies, and technology providers with their emphasis on innovation, creativity, and success.
“Jack Ryan Season 3 – The Power of Gamification,” is our award-winning created in collaboration with Initiative Media and PrimeVideo. This innovative campaign showcased the ability to pioneer new approaches in modern marketing, utilizing gamification to engage audiences effectively.
We achieved remarkable victories in the following categories:
-Impact Media: Gaming, Gamification & E-Sports and
-Creative: User Experience (UX) Design.
This momentous win marks a significant milestone for Adscholars, reinforcing our dedication to pioneering approaches and delivering exceptional results in the dynamic world of modern marketing.
Game On: iion and MMPWW Join Forces to Revolutionize Gaming in the UAE and Middle East
Global gaming advertising leader iion and one of the region’s leading ad tech providers, MMP World Wide (MMPWW), announce a transformative partnership to reshape gaming experiences in the Middle East and North Africa (MENA) region.
The collaboration aims to unlock immersive gaming formats for brands, fueling growth in an industry projected to reach a market volume of US$449.60m by 2027, according to Statista.
MENA’s Gaming Market Boom: A Surge in Investment and Gamers
The partnership coincides with a surge in gaming and metaverse investments in the Middle East.
Global Newswire reports that growth will be fueled by mobile gaming, public and private sector investments, and esports, with an estimated 87.9 million gamers in the MENA region by the end of 2023.
Through iion’s immersion platform, MMPWW clients can now access the ever-growing gaming audience across all devices and environments.
Yasin Dabhelia, Head of Demand, US & UK, says,
The Middle East is emerging as a top market for gaming and the metaverse, with significant investment being directed towards this sector. This presents an unprecedented opportunity for brands in the region to integrate into gaming environments and leverage measurement and targeting tools to determine their return on investment. I can’t wait to showcase this alongside MMPWW.
Transforming Advertising in Gaming: Empowering Brands and Advertisers
Sanjaya Molligoda, iion co-founder, shares his enthusiasm for the partnership and its implications for the MENA region.
He states,
We are incredibly excited to join forces with MMPWW, and to enable brands in the MENA region to tap into the massive potential of game advertising. As gaming experiences rapid growth—thanks to significant investments by Middle Eastern governments and the private sector—advertisers can connect with a diverse, engaged audience. Our goal is to establish gaming as an indispensable, always-on media plan component.
Molligoda highlights the unparalleled opportunities the partnership offers to advertisers, allowing them to engage gaming audiences across multiple platforms: “Our unique, self-serve ad platform provides extensive access to inventory, including in-game, around-the-game, and away-from-the-game environments on PC, console, app, web, esports, and game influencers.”
Ultimately, Molligoda believes that this partnership will revolutionize the advertising landscape in the rapidly growing Middle Eastern gaming market.
Walid Ramadan, GM of MMP Experiences, shares his excitement:
We are delighted to be iion’s new and exclusive partner for the MENA region. Their innovative programmatic offering puts the user at the heart of the experience, while still allowing for in-depth targeting to reach these diverse audiences and create tailored messaging that best aligns with their interests. We look forward to collaborating with the team to bring these immersive solutions to our clients.
Capitalizing on the Expanding Market: Innovative Solutions for Brands
This partnership enables brands to craft captivating and immersive campaigns for gamers across all devices. With the average UAE gamer spending USD 115 per year, as reported by Mordor Intelligence, this alliance is poised to capitalize on the expanding market.
iion and MMPWW have an exciting agency roadshow in the pipeline, where they will showcase their state-of-the-art gaming solutions to brands and advertisers throughout the region. Be sure to stay tuned for further details about this upcoming event, as it promises to unveil remarkable opportunities and insights for industry professionals.
Romit Gharat, Ad Tech Director at MMPWW, adds:
Our partnership with iion will unlock new channels for brands to reach a large number of engaged audiences in a unique and fascinating environment. With the potential to revolutionize the way advertisers can reach and engage with gamers, we are thrilled to offer this innovative and effective approach to driving brand awareness, engagement, and sales in the region.
MENA Gaming Market Enters Its Growth Era
This game-changing partnership positions iion and MMPWW at the forefront of monetization and advertising innovation in the UAE and the Middle East, heralding a new era of growth for the industry.
About iion:
Founded in 2019, iion redefines game monetization and advertising by offering a seamless platform, connecting premium gaming environments for advertisers and publishers. This innovative solution enables efficient campaign management and measurement, extensive brand-safe gaming inventory access, as well as impactful audience engagement. iion has offices in Australia, India, Indonesia, Malaysia, Netherlands, Portugal, Singapore, Turkey, United Kingdom, and the US.
About MMP World Wide:
MMP World Wide is one of the leading ad-tech companies in MENA and was recently acquired by the LifeOnScreen Group. Continuing to operate as its own entity, MMPWW equips its clients with the tools and knowledge to better monetize their digital advertising inventory, improve campaign performance and have a dynamic and transparent way to communicate through vibrant content. Their cookieless approach to targeting has helped to evolve and scale the digital advertising offering across the EMEA and APAC, partnering with LifeOnScreen to further aid expansion into new markets and highlight the potential for DOOH as a prime media channel in the region. Known for championing new technologies, the company also educates its stakeholders on building a safer media ecosystem through innovative solutions that maximize results.
Petal Ads Announces Partnership With MMP WorldWide
Petal Ads, previously known as Huawei Ads, has teamed up with MMP World Wide (MMPWW) to expand its reach in international markets, particularly China. The partnership comes on the heels of MMPWW’s acquisition by the out-of-home provider, Life on Screen. This collaboration will enable MMPWW to broaden its portfolio of ad networks by accessing exclusive Huawei audiences and further bolster its presence in international markets.
Petal Ads is collaborating with MMP World Wide (MMPWW) to enhance immersive solutions in the MENA region. The partnership aims to provide consumers with unique experiences and multiple activation options by leveraging MMPWW’s programmatic expertise. Petal Ads will also be able to monetize their digital ad inventory more effectively and boost campaign performance through targeted programmatic in-app advertising.
Petal Ads will provide MMPWW inventory on Huawei’s media platforms such as AppGallery, Huawei Video, Huawei Music, and Petal Search. This means that advertisers will have access to a wider audience and more targeted advertising options on a global scale. Overall, this collaboration is set to revolutionize digital advertising in the MENA region and beyond.
Campaign Middle East quotes William Hu, Managing Director of Huawei Consumer Business Group, Middle East and Africa Eco-Development and Operation said,
We are delighted to collaborate with a regional powerhouse like MMP WorldWide and are confident that this collaboration will usher us into a new era and open new doors for advertisers in the region. At Huawei, we are always interested in forming partnerships with companies that are at the forefront of the ad-tech industry and understand the power of programmatic advertising and its role in brand building. Through this collaboration, we hope to provide advertisers with new ways to target customers by leveraging the Petal Ads ecosystem.
Ayman Haydar, CEO of MMP World Wide further said,
We are excited to be a Petal Ads certified partner and look forward to collaborating on bringing these exclusive solutions to the market. Huawei already has a significant market share in the MENA region and is steadily expanding its customer base, and I am confident that we can effectively offer the industry this Petal Ads ecosystem. With China now easing up travel restrictions, the timing is perfect for us to help MENA advertisers target more effectively in the biggest market in the world.
What BIGO Ads Has To Offer Brands Through Likee In The Mena Region
BIGO Ads, an emerging international marketing platform powered by BIGO, is gaining traction in the Middle East and North Africa (MENA) region. BIGO Ads, a premium traffic aggregator of the short video creation app Likee, has already made a significant impact by providing professional video marketing solutions centered on Likee’s thriving content community.
Likee’s success in the MENA region has been exceptional over the last year. It encourages local creators to unleash their talent by producing diverse video content that is rich in creativity, allowing them to build communities that facilitate meaningful connections and engagements amongst one another.
While maintaining its positive momentum, Likee offers a significant opportunity for marketers throughout the MENA region. More brands are opening their minds to deeply engage users through Likee’s unique branding campaigns, which are serviced by the BIGO Ads team, as a result of Likee’s rising user traffic and entertaining interactive experience. In fact, by 2021, PUBG Mobile had already achieved unprecedented success multiple times with Likee.
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A successful collaboration with PUBG Mobile
In 2021, PUBG Mobile is one of the most successful collaborative partnerships with BIGO Ads. This popular mobile game launched three hashtag challenge campaigns in Likee, including a Halloween Campaign, a Reunion of Classic Modes Campaign, and a PUBG Mobile 3rd Anniversary Campaign.
The campaigns for PUBG Mobile were the best-performing in the MENA region, with over 276 million total impressions and 250 thousand video posts delivered. BIGO Ads created the campaign mechanism for Halloween 2021 in order to strike a good balance between the Halloween atmosphere and PUBG Mobile gaming elements. The campaign was a huge success, exceeding most of Likee’s MENA benchmarks. It increased the overall awareness of PUBG Mobile and aided in reaching out to younger audiences in order to attract more new players. Francis Tu, Director for BIGO Ad said,
“We are extremely proud of our collaboration with PUBG Mobile and be glad to achieve unprecedented levels of success on Likee. We reviewed the unique gamifying features of PUBG Mobile to brainstorm the key ideas after which the BIGO Ads team set up a series of marketing solutions to spark an impact for PUBG Mobile and engage more young netizens. The PUBG Mobile cooperation has definitely given us a chance to showcase our professionality and passion to the brands in MENA.”
Wick Wang, Operations Director for Likee MENA explained why short video platforms are an ideal marketing solution for brands,
“The significant traffic on Likee and short video platforms in general helps to build brand awareness. In-app exposure through splash screens, banners, hashtags list, in-app messages and more, together with customized effects with brand elements powered by the cutting-edge technology of Likee is powerful enough to create content with unlimited fun. This also encourages users to engage more with the marketing campaign through the relevant in-app activities.”
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Anthony Nakache Appointed as the New Managing Director of Google MENA
Lino Cattaruzzi has left Google to take on a worldwide leadership role as Global Customer Partner and Anthony Nakache has been named the new managing director for Google in the Middle East and North Africa, located in Dubai.
Lino has overseen Google’s business and operations in the Middle East and North Africa (MENA) since 2016, during which time he has helped businesses in the area expand using Google’s products and services, as well as increased the company’s growth and presence through regional office developments.
Interesting Read: Google Replaces FLoC With Topics API
With the support of a covid recovery digital skills program, Google recently helped two million people and companies in MENA digitize and flourish.
Anthony Nakache has been with Google for more than 13 years. His most recent position was as the head of Google’s Online Partnerships Group, where he was in charge of scaling Google’s monetization solutions for publishers and developers across Europe, the Middle East, and Africa.
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MMPWW Establishes Exclusive Partnership With DynAdmic
Starting January 1, 2022, MMP WorldWide (MMPWW) has announced an exclusive partnership with DynAdmic, a precision reach platform, to create better efficiency and uniformity in video campaigns throughout the Middle East and North Africa (MENA), and North American markets; and drive “the ad tech industry towards excellence.”
DynAdmic selects digital video ad inventory from the world’s most popular websites based on smart targeting, brand safety, and fraud protection, as well as campaign success analytics.
DynAdmic’s patented technology employs audio recognition and AI semantic analysis to enable media agencies and direct advertisers to target qualified and relevant audiences based on their real-time preferences using contextual modeling.
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CO-Founder of DynAdmic, Celine Gauthier-Darnis commented on this agreement –
We see the value in partnering with MMP to scale both our businesses and benefit brands in the Middle East. Through the use of our proprietary and futuristic technology, supported by our ambition to put brand safety and fraud eradication at the very heart of our offers, we expect to set a new benchmark in the region based on our successes in EU, US, LATAM and APAC.
MMPWW is renowned throughout EMEA and APAC for its innovative approach to ad tech, providing full-funnel targeting and precision marketing solutions to help clients reach and engage their consumers in real-time.
Nader Bitar, Managing Director of MMPWW said that in the wake of approaching a cookieless ecosystem, the company had been running a discourse about “return of contextual”. He added –
By partnering with DynAdmic and bringing their products to the region, we will be able to take video measurement to the next level, allowing our clients to understand the effectiveness of their campaigns in real-time with full transparency on the delivery.
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