Saudi Media and Multiply Group Forge AI-driven AdTech Alliance in MENA Region

Editorial Team

Last updated 11-04-2025

3 min

Saudi Media Company and Multiply Group have signed an MoU to innovate in advertising technology.

Their collaboration focuses on AI-driven tech, digital innovation, and expanding in the MENA region.

The partnership aligns with Saudi Arabia's Vision 2030, advancing digitalisation and economic growth.

SMC aims to lead in advanced advertising solutions, boosting their effectiveness through automation.

Multiply Group seeks to create transformative AdTech platforms by understanding regional audience behaviours.

Saudi Media Company (SMC) and Abu Dhabi-based investment heavyweight Multiply Group are teaming up to transform the advertising technology scene, announcing they've signed a Memorandum of Understanding (MoU). Together, they plan to explore innovative ways to partner and jointly invest in tech advancements that could change the face of advertising as we know it.

Both companies are setting their sights firmly on leveraging AI-driven technologies, digital innovations, and expanding their presence across the MENA region. At the core of this collaboration is a push towards improving programmatic advertising—that's basically jargon for automated, targeted ad buys—and developing data-centric strategies to boost the effectiveness of digital campaigns.

This tie-up isn't just about smart business; it also reflects a broader momentum fueled by Saudi Arabia's Vision 2030, which prioritises digitalisation as a cornerstone of the Kingdom's economic future. As part of this drive, SMC aims to strengthen its reputation as a leader in advanced advertising technology, creating solutions that are both efficient and impactful.

Sharing his thoughts on the collab, Mohammad Al-Khereiji, Chairman of SMC, remarked, "This partnership is a strategic step in reinforcing SMC’s position as a global leader in media, advertising, and technology. Our partnership with Multiply Group will enable us to deliver pioneering AI-driven advertising solutions that enhance efficiency, create value, and promote economic growth across the region."

Multiply Group’s Group CEO and Managing Director, Samia Bouazza, also voiced optimism, noting: "Partnering with SMC places us at the intersection of technology, data, and cultural understanding. We aim to scale our insights regionally, creating transformative AdTech platforms and new multimedia monetisation models that truly reflect audience behaviours across the MENA region."

Back in pre-social-media times, advertising used to be all about huge billboards and catchy TV jingles. Now the battleground is digital—it's smart algortihms and user data—that everyone’s chasing. And this joint enterprise between the Saudi and Emirati powerhouses could really set new benchmarks in the market.

Just think about how much things have shifted on platforms we often chat about here on Arageek. With investments pouring into digitisation and innovation like never before, we can expect a fair bit of groundbreaking news from the media industry soon enough. As always, we'll keep you posted!

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