Advertising Digital Featured Marketing Media News

posted on Sep. 18, 2025 at 9:00 amSep 30, 2025

InMotion, TMG link up to bridge the media spend and outcomes gap

posted on Sep. 18, 2025 at 9:00 amSep 30, 2025

With this launch, MENA advertisers can target real buyers rather than proxies; AI-powered reporting that shows whether media drove a sale; outcome-based payment; and 100 per cent anonymised, cookie-less transaction data.

From left, Joel Williams, Founder and CEO of TMG; and Michel Malkoun, Chief Growth Officer at CG Digital.

From left, Joel Williams, Founder and CEO of TMG; and Michel Malkoun, Chief Growth Officer at CG Digital.

Calling an end to the era of vanity metrics, InMotion, a full-funnel programmatic and outcome-based solutions provider, has partnered with Transact Media Group (TMG), a disruptor from London that focuses on real-world transactions to fuel its audience, outcome and performance solutions.

Anchored in the belief that clicks, impressions, and likes don’t pay the bills; sales do, TMG is already operating in more than 50 markets worldwide, and is now launching its transaction-driven solutions in the Middle East and North Africa (MENA) region. TMG is powered by Mastercard’s unmatched dataset: more than 3 billion cards and 44 million merchants.

“Advertisers want proof, not promises,” said Jo

To continue reading this article you need to be registered with Campaign. Registration is free and only takes a minute. Register Now or sign in below if you already have an account.

Tags:account openings AI-powered reporting audiences brandformance Choueiri Group DMS InMotion Joel Williams MasterCard Media spend Michel Malkoun outcome-based payments outcome-based solutions outcomes performance solutions real buyers Sales targeting TMG Transact Media Group transactions

the authorAnup Oommen

Anup Oommen is the Editor of Campaign Middle East at Motivate Media Group, a well-reputed moderator, and a multiple award-winning journalist with more than 15 years of experience at some of the most reputable and credible global news organisations, including Reuters, CNN, and Motivate Media Group. As the Editor of Campaign Middle East, Anup heads market-leading coverage of advertising, media, marketing, PR, events and experiential, digital, the wider creative industries, and more, through the brand’s digital, print, events, directories, podcast and video verticals. As such he’s a key stakeholder in the Campaign Global brand, the world’s leading authority for the advertising, marketing and media industries, which was first published in the UK in 1968.