MMPWW Enters In An Exclusive Tech Partnership With Aqilliz In MENA
Ad-tech solutions provider MMP World Wide (MMPWW) has entered into an exclusive technology partnership agreement with Aqilliz which will cover the Middle East, North Africa (MENA), and North American markets effective January 1, 2022. Aqilliz will authenticate audiences and establish data provenance within campaign environments.
Aqilliz – An Exclusive Technology Partner
The middleware technology provider specializes in providing seamless data collaboration and privacy compliance across the digital marketing ecosystem. Atom, Aqilliz’s proprietary, state-of-the-art data infrastructure, will enable federated learning, a machine-learning technique that allows distributed data sets to be queried and reconciled without the need to leave local storage. This ensures that all deterministic and probabilistic user identification happens within the context of local data protection laws.
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How Will The Partnership Contribute?
MMPPWW, an ad tech leader across EMEA and APAC, delivers full-funnel targeting and precision marketing solutions to help brands reach and engage consumers. The company’s in-house expertise paired with strategic industry alliances increases its clients’ ability to effectively monetize digital advertising inventory, which results in better campaign performance and a dynamic and transparent way to communicate through vibrant content.
Automation enables the company to scale the delivery of communications to consumers. The company’s goal is to create the next generation of ad tech solutions through data mining and attribution modeling while also offering cookieless targeting.
Aqilliz’s hybrid blockchain environment will enable MMPWW and its brands to maintain an immutable ledger of transactions that records all activities of audience identification and matching by partnering with Aqilliz. This ensures the highest level of data provenance, which is in line with the requirements stipulated by data privacy laws.
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And That’s What They Said
Ayman Hayder, CEO of MMPWW said,
“Compliance isn’t something that is negotiable, and as more legislative reforms come into effect, it’s crucial that we equip our clients with the right tools and technology so they can be fully prepared.”
He further explained that the partnership will have a huge impact on how data is transacted in light of the recent Data Protection Law and the creation of the UAE Data Office.
“We consider this a golden opportunity to ensure privacy-first solutions become more commonplace, and we are very excited to work exclusively with Aqilliz to bring their technology to the MENA market”.
Gowthaman Ragothaman, CEO of Aqilliz is extremely thrilled about this first-of-its-kind partnership and said:
“Legacy technologies in the advertising and marketing technology ecosystem are built for centralized operations. The future of digital advertising is built on managing the value exchanges between brands, platforms, and the consumer, for which we need decentralized solutions in order to be secure and compliant. None of the existing solutions are able to capture and carry consent and provenance across the digital supply chain in order to be compliant.”
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FoxPush Launches The First Middle East Supply-Side Platform
Dubai-based FoxPush announced the launch of the Middle East’s first supply-side platform (SSP). It is the region’s first company to provide a full-stack solution for publishers and advertisers. The platform gives publishers access to high-demand premium content while providing advertisers with greater transparency and visibility of the marketplace. Moreover, it helps the buyers and sellers maximize the revenue they have made through the brand management of their companies.
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How Will The Supply-Side Platform (SSP) Help The Publishers?
The supply-side platform allows web publishers to control their ad space and leverage ad revenue. FoxPush promises a 90 per cent+ fill rate by introducing SSPs in the Middle East and hopes to enhance the advertising space to a great extent. Considering the standard practices of the regional market, the company has created a tailor-made platform for MENA-based advertisers.
-The new technology will help publishers increase their revenue through premium advertising.
-A unique lead generation tool is provided to improve the user experience on publishing sites.
-The software can detect languages such as English or Arabic based on keywords, domain links, and creative images of the ad. As a result, it allows publishers to block the display of inappropriate ads on their pages.
Read More: JGroup and FoxPush Announces World’s First Arabic Demand Side Platform.
That’s What They Said!
JGroup has made an investment of USD 15 million in FoxPush. Founder and CEO of JGroup, Imad Jomaa, says that FoxPush will enable publishers across the Middle East to enhance their offerings.
“Supply-side platforms are among the leading players in the online advertising ecosystem, and the launch of the Middle East’s first built SSP is a milestone achievement for the whole MENA advertising industry.”
He further added,
“We are glad to see FoxPush keep on track with global innovation to quickly adopt the latest technologies to offer consumers within the regional market with the latest standards in the industry.”
Ahmed Elsayed at FoxPush commented,
“FoxPush is an innovative player in the supply side platform space, being the first organization to bring in certain aspects of the technology in the MENA region. We are excited to see the potential of the platform in the region and aim to strengthen the brand presence of companies across the region.”
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TikTok MENA Newsroom: An Opportunity For The Region’s Finest Creators!
TikTok has created a dedicated MENA newsroom, in accordance with industry best practices, to provide media partners with the most up-to-date regional news. On the newly established TikTok MENA Newsroom, you can follow up with real-time updates on trends, in-app developments, creators, and safety.
TikTok wants to make sure that everyone has access to all of its news in one accessible spot because the platform is bursting at the seams with content and exciting new upgrades. Press releases and media alerts unique to the MENA area, as well as blog articles and feature content, will be housed under the MENA Newsroom.
The MENA newsroom will focus on spotlighting some of the region’s most inspiring and creative content creators, in addition to the newest updates.
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TikTok For Business Introduces New Ad Format With Spark Ads
TikTok for Business launched Spark Ads- a new native ad display format that allows brands and businesses not only to boost their own popular organic posts but also amplify relevant content shared by the community. The short video sharing app announced the launch of the ad format in the Middle East, Africa, and Turkey region.
TikTok for Business is a global brand and is designed to provide marketers and brands technological innovations to be creative and engage the TikTok community. Brands looking to build a strong content strategy can scale up original creative videos seamlessly through Spark Ads. The format allows brands to measure the success of their campaigns including video view and conversion along with amplifying existing organic video. Furthermore, brands can keep the fun going with TikTok’s two popular features Stitch and Duet that allow users to reinterpret, reinvent, and build on creativity.
Spark ads are different from regular ads as the former allows advertisers to promote videos created by others with their permission. It allows brands to connect with the creators who help bring products and services to life without any middleman. Shant Oknayan, General Manager, Global Business Solutions, Middle East Africa Turkey, and Pakistan, TikTok said,
“With Spark Ads, brands can build long-lasting connections that are authentic and rooted in the community while also delivering sustainable and impactful business value. We’re excited to roll out this new offering to the region, providing businesses across the region with even more opportunities to drive deeper engagement and connection with their audience.”
Aleph Acquires 86% Of Connect Ads In A Quest For Global Expansion!
Aleph Holding, a worldwide partner to the world’s largest digital media companies, has acquired 86 percent of Connect Ads in a cash and stock swap, the company said today.
Aleph Holding now has a presence in the Middle East and North Africa, as part of its global expansion and penetration into new markets.
Aleph’s complementary portfolio of digital media service firms, includes Httpool, Internet Media Services, and Wise, Blue, Social Snack, and AdDynamo, which gives top digital platforms like Facebook and many others access to new regions and under-served areas.
Through Connect Ads’ more than 14 other exclusive media agreements with global and top digital media companies including Twitter, TikTok, Verizon Media, Spotify, Adobe Advertising Cloud, Huawei Ads, Bigo Ads, and others, Aleph’s services are now available across the MENA region.
Aleph expects to produce $1 billion in revenue by 2021, thanks to an increased network that now includes over 90 regions. The acquisition is a significant step forward in this quest.
Gastón Taratuta, Founder & CEO of Aleph Holding said that building throughout MENA has significant value, both in terms of serving current partners and clients and in terms of expanding on existing ties in other regions of the world.
He further added –
We have been following Connect Ads’ growth and geographical expansion over the last five years and I am excited to welcome them to the Aleph family. We will work together with Connect Ads and A15 to make this a successful partnership
Karim Beshara, General Partner of A15 also commented –
A15 is happy with the phenomenal results, value, and growth that Connect Ads created over the years; it validates A15’s venture-building strategy in creating outliers
He also said that his team is enthralled to continue its partnership with Aleph and Connect Ads and contribute to a worldwide digital dynamo. Furthermore, he also expressed his excitement regarding the future growth prospects and possible profits that this transaction will provide.
Mohamed El Mehairy, CEO of Connect Ads went on record to say that it is an eventful time because of the commonality in the vision and goals that they share here. He added –
We see this as a giant leap in the right direction for Connect Ads and all our stakeholders, including our teams, partners, and clients. Being a part of Aleph, this truly global structure will give us more leverage in managing our business as well as global exposure and potential that goes far beyond MENA and EMEA
JGroup and Blis To Partner For Exclusive Location-Based Advertising In MENA
JGroup, a Lebanon-based holding company with a presence across the Middle East, Europe, Asia, and the United States announces strategic partnership with Blis for location-based advertising in the Middle East and Nort Africa (MENA) region. Through this partnership, JGroup and Blis, a leader in location-powered advertising and analytics intend to leverage their strengths to help brands understand, reach, and engage customers in the MENA region to deliver measurable results.
This new partnership is another feather to JGroup’s vast pool of digital advertising products and services because location-powered data is the most accurate indicator of ’real’ behavior and intent at scale when compared with any other type of data. With unprecedented events this year, there is a huge shift in consumer behavior where most people do not prefer to go out. Therefore, JGroup will make Blis solutions available to all potential and existing customers in the digital advertising space to ensure they meet their target audience at the right time and place. Imad Jomaa, Founder and President of JGroup said,
“We’ve all experienced changes to our daily routines this year and location-based advertising capabilities have enabled more refined, more relevant, more transparent, and more relatable campaigns for consumers. We’re delighted to be joining forces with Blis, a company that continues to distinguish itself as an innovative and transparent leader, to deepen penetration of this technology in the region.”
Blis Smart platform provides incomparable safety, transparency, and accuracy. In fact, Blis solutions are privacy-focused and enable effective planning, activation, and measurement for marketers. The new partnership will enable JGroup’s existing media customers in the region to better understand their audiences’ real-world behavior and create targeted strategies to drive real-time results. Blis Global Commercial Officer, Dave King said,
“There is an enormous opportunity for brands across the Middle East and North Africa to better understand and engage with their consumers. Globally, our clients trust the combination of our advanced proprietary technology and strategic expertise Blis offers. Together with JGroup, we’re building upon our existing presence and customer relationships in the region, to give more brands and agencies the power to reach relevant audiences with advertising that cuts through and drives real results.”
The MENA region’s advertising and marketing landscape is changing and attracting investments. The JGroup and Blis partnership is contributing to the growth and providing new opportunities to the next generation of insight-driven marketing. This partnership combines Blis’ technologies and products with JGroup’s extensive media network and digital assets in the Middle East through its media arm, Promofix. Imad Jomaa further said,
“Location-based advertising is a powerful tool and brands in the region are only beginning to see the opportunities and possibilities.”
All About “Baaz”- World’s First Exclusive Arabic Social Media Platform.
The beta version of the first Arabic social media platform “Baaz” was launched. The platform created in the Arab world for the Arab world targets the audiences in the Middle East and North Africa (MENA) region and is characterized by providing features that are culturally relevant to the Arab user as well as enjoyable at the same time.
The Salient Features Of Baaz
Baaz has various features but the most prominent is augmented reality (AR) technologies that allow users to test a set of visual effects in harmony with facial movements. It provides an exclusive series of avatars that embody famous Arab personalities or have Arab features. This is an addition to the ‘Explore section’ of the platform where users can browse famous and interactive photos and videos based on their interests ranging from comedy, video gaming, travel, and more. Baaz CEO Hamda Khochtali said,
At “Baaz”, we will ensure that the designs of our products are simple so that they remain the closest and easiest for users to understand.”
It targets the digital-savvy young generation whose knowledge of the digital world and technology is growing. Baaz is the perfect tool for those looking to connect with the outside world and share their ideas.
Baaz: The Game-Changer For The Arab Audience
Baaz uses the most advanced tools and methods and adopts the latest encryption technology, which complies with the European General Data Protection Regulation (GDPR), and the California Consumer Privacy Act (CCPA). CEO Khochtali emphasized that the social media platform aims to meet the demand of Arabic language users, focus on Arabic content as well as be user safe and friendly.
“Since the beginning of this year, we have worked to adapt to the requirements of the Arab user, and we made sure that the product is based on three basic points, that it is Arabic, safe, and simple, meaning easy to use. Arabic, because we really need an Arabic platform that understands us and our needs, a platform that looks like us.And, Safe because the Arab user is tired with fake accounts and fake news.And to be simple, because a large number of features and effects, does not necessarily mean meeting the aspirations of users.”
In its first of its kind experience, Baaz provides the easiest and fastest process to users that verifies accounts instantly and ensures a safe environment for users. The “verified” account holder has access to all tools and features and can prevent unverified users to comment or interact on their post. On the other hand “unverified” accounts are classified as virtual. They have access to dozens of avatars, filters, and virtual backgrounds as well as can verify accounts anytime.
CEO Khochtali stated that the goal is “not to rival Facebook and Instagram” as there is no Arabic competition.
“We do not have a competitor at the moment in the Arab world. We aim for “Baaz” to be among the three most used platforms in the Middle East and North Africa within the next few years, and to be distinguished by our proximity and deep understanding of the Arab user. We are from you and to you.”
Baaz is currently working with the most prominent digital content creators in the Arab world, especially from Lebanon, Tunisia, Jordan, and Palestine to provide exclusive content on the platform. This will enhance user experience and serve the aspirations of Arab audiences. It also looks forward to gradually expand to other Arab markets and work tightly with more startups, developers, content creators, illustrators, and artists.