Z5X Global, an affiliate of ATL Media, has revealed a strategic shift in its regional operations, confirming that all advertising sales for its digital entertainment platform, Zee5, will be brought in-house across the Middle East and North Africa (MENA) beginning January 1, 2026.
The move marks the conclusion of its long-standing partnership with Digital Media Services (DMS), which will officially wrap up on December 31, 2025.
Medhat Houalla, EVP – Ad Sales at Z5X Global, noted that the shift positions the company for stronger growth in the coming years, saying, “This change empowers us to work more closely with our partners and enables us to bring an even sharper focus to delivering impactful advertising solutions across the MENA region.”
The transition represents a significant milestone for Z5X Global as it aims to create a more agile, data-driven, and direct engagement model for advertisers.
By managing sales internally, along with invoicing and all financial processes, the company intends to deliver greater efficiency, transparency, and customized support to brands tapping into Zee5’s growing regional audience.
Adil Memon, Acting Territory Head at Z5X Global, added, “Bringing our ad sales operations in-house is a strategic step that allows us to deepen relationships with advertisers and respond faster to market needs. This transition strengthens our ability to offer integrated, high impact solutions tailored specifically for the MENA region.”
Advertisers and partners seeking additional information or clarification are encouraged to reach out directly to Z5X Global.
