MMP Worldwide Acquired By LifeOnScreen In excess of 110 Million Dhs Deal
MMP World Wide (MMPWW) has announced its acquisition by LifeOnScreen in a 110 million Dhs deal that will see the programmatic pioneer integrated into state-of-the-art technology for screens and Digital Out-Of-Home (DOOH) solutions.
The deal will allow LifeOnScreen to advance further into the digital and tech space, consolidating the full MMPWW portfolio and aiding expansion into new markets. A key draw for the acquisition, MMPWW’s strong foothold across the EMEA and APAC will strengthen LifeOnScreen’s presence in these countries and broaden their current offering.
Alexandre Hawari, CEO of Akama Holding said
Today we announce the successful sale of our entire stake in MMPWW. The sale yielded a 22x return on Akama’s initial investment, resulting in a significant return for its investors.
It’s been an incredible journey to get to this stage and the time is right for a transition. The shared values and ambitions of both companies align perfectly and although it’s bittersweet to say goodbye, I know that I’m leaving the team in excellent hands. Congratulations to everyone – I wish them all the best with this new phase.
Echoing the sentiment, MMPWW CEO, Ayman Haydar commented
This is a very exciting and emotional time for the whole MMPWW family as we look forward to the next company chapter. As we say goodbye to the group I don’t see this as the end, but a new starting point for the business to build on its recent successes and create new and long-lasting relationships.
MMPWW has dominated the programmatic space since the company’s inception in 2016, continuously evolving its proposition to lead the ad tech agenda in the region and bring new technologies to the market.
Speaking about the acquisition process, Ayman disclosed:
The transition has been smooth and I know I speak for all of my team when I say we welcome the opportunity to advance to the next level with the full backing of LifeOnScreen.
We’re delighted that our new owner can see the value in what MMP has built and this acquisition is a testament to everyone’s hard work. Together we are ready to create a new future, continuing to provide impactful solutions for all our clients.
Saeed Alshamsi, Managing Partner at LifeOnScreen added
We are very happy to have added the region’s leading programmatic provider to our group. Their strong performance and innovation within the space fits perfectly with what we want to accomplish locally and serves as a firm foundation for international growth. We share the same vision and goals and together the sky’s the limit to what we can achieve.
Further announcements on the new company structure will be made in due course.
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.
Interesting News: MMPWW Enters In An Exclusive Tech Partnership With Aqilliz In MENA
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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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.
Interesting Read: Trade Desk Partners With Choueiri Group For Better Programmatic Access In MENA
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.”
Interesting Read: JGroup and Blis To Partner For Exclusive Location-Based Advertising In MENA
